ImageRecently we hosted a webinar with Gary Vaynerchuk and Greg Shove to discuss how brands can tell their brand story in the noisy, social world. While the title of the webinar comes from Gary’s new book, Jab, Jab, Jab, Right Hook, anyone on the webinar might have thought it was referring to the two of them taking jabs at each other as they engaged in a lively discussion about the best ways to tell your story on social media.

Where does Jab, Jab, Jab, Right Hook come from?

7% of people actually get social media and community management and Gary found that these 7% because they were so good at building relationships they actually had a more difficult time asking for the sale. On the flip side, many brands (obviously in the business of selling) approach social media from a sell, sell, sell perspective.

Jab, Jab, Jab, Right Hook is the middle ground, which explains how brands should interact with others on social media and how they can earn permission to ask for the sale. A jab is any type of action or interaction in social channels that provides value, helps your customer, and ultimately helps build a relationship with that individual. A right hook, in comparison, compels customers to actually purchase the brand’s product or service. By helping or jabbing first, you earn the audiences trust and the permission to ask for the sale.

375 Advocates Are More Powerful Than 1 Million Fans

The majority of brand engagement comes from your most passionate advocates. You can actually generate the same engagement with 375 actively engaged advocates as you could with 1 million passive fans. By activating advocates brands can power others to spread their brand story and increase engagement and word of mouth, which is one of the most powerful forms of marketing.