It is not a secret, that marketing in social networks is one of the most important factors for development of business in the modern conditions, but it is hard to find really well-structured literature about marketing.
For exploration of current question, I chose a book of very interesting person, entrepreneur, writer, whose works were 4 times nominated as bestsellers of the New York Times magazine. Apart from that, he is famous coach and influencer. I want to introduce you Gary Vaynerchuk (also known as Gary Vee) and his book “Jab, Jab, Jab, Right Hook”.
From the first sight, name of the book could seem weird and adorable, but don’t make conclusions so far.
Author gives simple but helpful advice for marketers, calling to use “jabs”, which are tools for communication with consumers.They are needed “not for selling anything, not asking your consumer for commitment, but just sharing a moment together, something funny, ridiculous, clever, dramatic, informative, or heart warming”. A right hook’s content aims to sell and self-promote and a jab’s content aims to engage and trigger an emotional response.
This book is unique because Gary Vee observes most popular social networks (Facebook, Twitter, Instagram, Pinterest etc.) providing specific examples, showing which content is successful and which can be more developed.
Gary Vee repeats very often that the most successful companies supposed to create different native storytelling depending on chosen social network.
For example, in Facebook shouldn’t be too long texts, it should be provocative, entertaining, surprising. The photo should be striking and in high-quality. The post must call to action in the right place.
Twitter’s content often has far less value than context. It is cocktail party of the Internet - a place where listening well has tremendous benefits. Content must have unique and memorable hashtags and the voice should sound authentic.
Instagram’s content must be artistic, not commercial and should be expressed authentically.
It is very important to perceive Instagram generation in the right way.
Common rule works for every social network: the shorter your content and storytelling, the better.
All things considered, there are a lot of totally useless books about marketing, which are not practical at all, while in Gary Vee’s work we can find a lot of examples demonstrating that even great organizations are failing their marketing campaigns, it allows us to learn on other’s mistakes and author provides reader with the pictures, explanations and guidance, how to create awesome and striking content.
I consider this book as a fantastic finding, which I could recommend to each person who wants to be successful in Social Media Marketing. It overcame all my expectations. Now I know how do different social networks work and which rules to use to let customers be involved, that they not only wanted to buy my product, but also were staying interested in following my pages.
