Jab, Jab, Jab, Right Hook

May 15, 2013

In business, there's the jab--building solid customer relationships over time--and there's the right hook--clobbering an opponent with that well-placed product and campaign. Best-selling business writer Vaynerchuk argues that with the new social media, the jab-and-hook pattern is different. With a 150,000-copy first printing.

Copyright 2013 Library Journal, LLC Used with permission.

December 1, 2013

Drawing on boxing terminology, digital marketing consultant Vaynerchuk (Crush It! Why Now Is the Time To Cash in on Your Passion; The Thank You Economy) likens the relationship between company and customer to that between dueling pugilists. The "jab" is the development of a relationship; the "right hook" is the delivery of a compelling advertisement that results in a purchase, a donation, or, at the very least, consumer relationships and knocks out competitors. Vaynerchuk argues that many companies land ineffectual punches by not tailoring their message to each of the Internet's most popular social media sites. Covered here are Facebook, Twitter, Pinterest, Instagram, and Tumblr, selected because according to Vaynerchuk, they have at least three to five years left in them. In chapters devoted to each of those sites, Vaynerchuk begins with a bulleted list of important facts, describes how to develop appropriate content for each platform, and critiques large companies' attempts to reach an audience; both successes and failures are presented. Each chapter contains a list of questions businesses should be asking when creating marketing content, with issues raised assembled on a concluding page. VERDICT Recommended for students of social media in all types of libraries.--Heidi Senior, Univ. of Portland Lib., OR

Copyright 2013 Library Journal, LLC Used with permission.