In a world where news and information are exchanged via social media more than traditional means, such as periodicals; an entrepreneur. a business owner or communicator must be able to utilize social media to effectively get their message to the masses. In the early days of Twitter, most internet users taught themselves how to communicate via social media by trial and error. With only 140 characters (previously) allowed in a Tweet, communicators were forced to strategically put across their message within this limit. There was no formula at the time, however, jump ahead over a decade and a half and we have plenty of social media experts, books and an additional 140 Twitter characters to work with.
With so many resources to steer a social media novice in the right direction and a long line of social media gurus, who is the real deal? Who has the best formula for sharing information through social media? The name that stands out from the rest is Gary Vaynerchuk, aka Gary Vee. In one of his best-selling books, he details his business philosophy and social media strategy, Jab, Jab, Jab, Right Hook. In Jab, Jab, Jab, Right Hook (aptly, the title of the book), Gary Vee explains, “Jabs are the value you provide your customers with: the content you put out, the good things you do to convey your appreciation. And the right hook is the ask. It’s when you go in for the sale, ask for a subscribe, ask for a donation. You’ve got to throw some jabs before you throw your right hook.”
So, how does this look in Tweet form? Here are some examples of a bakery using his strategy:
This jab shouts out a fun fact for its followers:
“Did you know today is National Doughnut Day? Our favorite day of the year! #NationalDoughnutDay”
Using a jab to make followers laugh:
“What do you say in a haunted bakery?
This place gives me the crepes!
We just love a good boulangerie joke. #Crepes #Boulangerie”
Conveying your appreciation:
“A big thank you to all of the participants and attendees at our Annual Bake Off and Fundraiser! Together we raised almost $2,500 for the Community Food Bank!”
This right hook uses a trending hashtag for “the ask”.
“#SometimesYouHaveTo enjoy cookies and milk at Sam’s Bakeshop.
Fresh warm cookies are 3 for $5 today!”
Now there’s quite a bit more information to go along with the strategy. Gary Vee says, “Just because you jab and jab and jab, doesn’t mean you automatically get to land the right hook. Putting out great content, sending baskets of fruit, whatever your jab is, it doesn’t entitle you to land the right hook. It just allows you to have the audacity to ask. You must earn the right to ask people for a sale.” This advice is a key part of the strategy.
Just remember, landing the right hook is not the why behind jab content. If an entrepreneur freely puts out valuable content, expresses appreciation in good actions, provides quality information, this merely gives them the opportunity to even throw the right hook at all. And that is the why behind all the jabbing. So, the big take away to effectively implement Gary Vee’s philosophy is really having a grasp of what’s behind the jab.