Social engagement managers like myself fear a lot of things: typos; dead links; people asking if you "just tweet for a living"; and tweeting from the wrong account in Tweetdeck, or worse, on mobile late some Friday night...
But if there's one thing we don't have to fear anymore, it's building our following and justifying our job's importance, thanks to "Jab, Jab, Jab, Right Hook," a new book by business-savvy social media evangelist, Gary Vaynerchuk, out November 26.
The strategy that inspired the title is an easy one: You don't win a fight with a single right hook. Long before a successful K.O., there are weeks or months of purposeful training, a series of smaller jabs, careful observation, and adjustment on the fly, all in preparation for the perfect moment to strike.
In the social world, this means that if you want to keep your followers and attract new ones, you've got to set your sell aside and bring content of value to them first, whether it's humor, related news or something else. And then you've got to bring it again. And again. It's the only way to win.
But this simple strategy is one that a lot of businesses and individuals, from 100 followers to 100K, seem to be learning the hard way.
After setting up the basic framework in the introductory chapters, Vaynerchuk then dedicates a chapter to each of the main social networks -- Facebook, Twitter, Instagram, Pinterest and Tumblr -- discussing technical capabilities, advising on best practices, describing the native voice of the platform, offering tips and tricks for maximizing engagement and more. He provides concrete examples, complete with screenshots, of posts that worked and posts that didn't, and gives thorough explanations as to why each was met with the engagement (or lack thereof) it received.
But Vaynerchuk doesn't just stick to the "Big 5." In a chapter he calls "Opportunities In Emerging Networks," he briefly examines LinkedIn, Google+, Vine and Snapchat, offering insight into how they might develop, detailing what sort of content works on these platforms and making a strong case for becoming an early adopter.
The insights, examples and advice don't come across as remedial to active users, though. Vaynerchuk strikes a delicate balance between informative basics and expert tips, making the book a solid resource for digital natives and digital adopters alike.
In just 188 pages, Vaynerchuk constructs an undeniable case that every business -- no matter the size or niche -- can establish themselves on social media and develop an engaged audience provided they have a willingness to learn each platform's purpose, and put in the subsequent hustle to prove it. (Folks who have read Vaynerchuk's 2009 book "Crush It" are no stranger to this classic Gary V theory: Enough hustle can get you just about anything.)
With snappy writing, a candid voice, and a logical progression, the book is a quick read that will have you rushing to your keyboard, and potentially your boss, with ideas. So if you're in the business of social, in the business of building your personal brand, or just in the business of business, get your hands on a copy of "Jab, Jab, Jab, Right Hook."
And, as would be obligatory for such a review, check out the links below for ways to connect with Gary, myself, and my team of sponsored content creators at HuffPost Partner Studio.
Follow Melanie Deziel on Twitter: www.twitter.com/mdeziel