Gary Vaynerchuk – entrepreneur, CEO of VaynerMedia, and author – joins the Social Pros Podcast this week to discuss his brand new book Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy, Social World; how to deal with haters; and making sure to read the room.
“We often fall into the trap of assuming our audience knows what the hell we’re talking about.” -@jaybaer (tweet this)
“The singular thing that matters is the context of the room you’re telling a story in.” -@garyvee (tweet this)
Don’t Hate the Haters; Listen to Them
It’s the right book at the right time. Gary Vaynerchuk’s newest book, Jab, Jab, Jab, Right Hook, is wonderful and absolutely necessary. It capitalizes on the trends of micro-content and visual content, and then more importantly, it chooses the right examples and case studies to drive the point home. That means the book will have a lasting impact and still be relevant in the future, even when the references are outdated.
A lot of the examples relate to “reading the room.” There are all these different platforms, and people use them differently, but social professionals don’t always treat them differently. We all know that the piece of content you write for Twitter doesn’t necessarily belong on Facebook, but that same mistake still happens constantly. The most important thing to ask yourself is why is someone here? Someone using Pinterest is going for something entirely different than someone using Twitter, and respecting that difference is essential.
Zena brings up the idea of haters and how Gary recommends that we deal with them. The conventional wisdom is “don’t feed the trolls,” but Gary goes the other way with it.
“When I sat down and wrote this book, I went and read every negative review on Crush It and Thank You Economy on Amazon,” Gary says. “All of them. Multiple times.” It made him angry at first, but he knew that behind every negative review was a human being who had a genuine reaction to his work.
The takeaway? Respect your haters.
Gary knew that there were people who were tuning him out. But he was doing real work in social media and wanted to share his knowledge with people in a digestible format. The solution he came up with was to be very specific, to choose case studies carefully, so that people could absorb his message.
“I think it would be egotistical and naive to just disregard all your haters as people that just want to hate,” he says. Instead, try to look behind what they’re saying and get at their actual message. It’s just another way to read the room. Therein lies your opportunity for growth.
The Big Two
What’s your one tip for becoming a social pro?
Use trending topics and trending hashtags to your advantage. “It’s low-hanging fruit that literally nobody is doing.”
If you could do a Google Hangout with any living person, who would it be and why?
Muhammad Wilkerson of the New York Jets.
See you next week!
About the Jay Baer:
Jay Baer is a hype-free social media and content strategist & speaker, and author of Youtility: Why Smart Marketing is About Help not Hype. Jay is the founder of http://convinceandconvert.com and host of the Social Pros podcast.