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Devonte Speller
Introduction paper
The book which I chose to engage in reading is titled “Jab, Jab, Jab, Right Hook,” by
Gary Vaynerchuk. This book was written to give readers what I would consider to be the insight
on how to operate on social media platforms. The book gives information on how each social
media platform works and also how they are different from each other. Throughout the book
examples of proper and also many examples of poor usage of the many different social media
platforms are given to the reader.
The author Gary Vaynerchuk from a young age was changing everyday businesses into
million dollar companies. During Vaynerchuks twenty’s he joined his family’s liquor store,
which was called Wine Library and helped it grow from $3 to $60 million dollars revenue
business in only a few years. Vaynerchuk launched a site called winelibrary.com, which is one of
America’s first wine e-commerce sites. In 2009 Vaynerchuk started VaynerMedia with his
brother. VaynerMedia is a social media focused digital shop which helps fortune 500 brands tell
their stories and drive their business results. After launching VaynerMedia, VAynerchuk went on
to launch VaynerRSE. VaynerRSE was launched in 2014 and is a $25 million seed fund that
invests in and launches the next generation of world changing technology companies.
Vaynerchuk also went on to launch the #AskGaryVee show, which is a YouTube show and
podcast that answers peoples questions on business, entrepreneurship, and marketing.
Vaynerchuck is definitely qualified to write a book such as “Jab, Jab, Jab, Right hook,”
because of the substantial background of accomplishment which he has come from. Being that
Vaynerchuk was able to turn a $3 million dollar revenue family business into $60 million dollar
revenue business over a few years just by creating an e-commerce site is a major
accomplishment. Such an accomplishment shows that Vaynerchuk knew exactly what to do
when creating such a site to draw interest from others to his families business.
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“Jab, Jab, Jab, Right Hook,” was set up exactly like a boxing match would be.
Vaynerchuk was able to draw interest towards the book by giving the reader a familiar
environment by setting the book up as if it was a boxing match. Some of the main ideas
of the book consisted of the setup of building a social media market, the characteristics of
great content, and also the breakdown of how different social media sites operate.
Vaynerchuk broke down exactly how social media sites such as Instagram, Tumblr,
twitter, Facebook, and also minor sights such as vine are able to be used to advertise to
the general market. Vaynerchuk describes the jab as the lightweight pieces of content that
benefit your customers by making them laugh, ponder, play a game, or feel appreciated.
The right hook is what Vaynerchuk considers to be the calls to action which benefit your
business. Vaynerchuk considers great marketing to be all about telling your story in such
a way that it compels people to buy what you are selling. Some of the characteristics of
great content veynerchuk used within the book were within six rules which he followed.
The rules consisted of the content being native, it doesn’t interrupt, it doesn’t make
demands, it leverages pop culture, its micro, and finally it’s consistent and self-aware.
When breaking down the different characteristics of social media sites, Vaynerchuk gave
many good idea of how to use social media to your advantage when marketing. The use
of examples such as story tell on Facebook, listen well on twitter, glam it up on Pinterest,
create art on Instagram, and get animated on Tumblr. When describing twitter
vaynerchuk explained how today entertainment and escapism are prized above almost
anything else. Consumers want infotainment and not information. He describes
information as being cheap and plentiful, but information when wrapped in a story is
special. When marketing on twitter questions which you should ask yourself about your
advertisement include, is it to the point? Is the hashtag unique and memorable? Is the
image attached high quality? Does the voice sound authentic? Will it resonate with the
Twitter audience? Questions as such would help you be able to create an appropriate
advertisement to draw in interest from potential customers. For a social network such as
Instagram, Vaynerchuk considered it to be sort of like Pinterest but a little more difficult
to use when marketing. Unlike pinterest, where repining is encouraged, on Instagram
users can only share their own photos. Instagram is what Vaynerchuk considered to be a
closed loop. It would be considered a closed loop because unlike Pinterest you cannot
embed hyperlinks into your photos which can with one click direct users to your product
or service page. Anyone who clicks on your Instagram photo gets brought back to
Instagram. Smart move for Instagram, not so good for marketers interested in sending
traffic to a specific online location.