網路行銷大混戰，學會致勝的那記右鉤拳！

 
 　　紐約時報暢銷作家蓋瑞．范納洽上次在《衝了！：熱血玩出大生意》中教大家如何善用網路工具和消費者搏感情、賺現金，引起熱烈迴響，新書《Jab, Jab, Jab, Right Hook》更提出行銷如戰場，利用社群媒體與顧客有效溝通的金科玉律在這裡！
 
 　　行銷人規劃社群媒體策略時，為了達到新的銷售目標，就像拳擊賽中的選手一樣，花了大把時間精力，蓄勢待發都是為了最後擊出那致勝的一記右鉤拳，期望一舉達成目的，同時擊潰競爭者。關鍵行銷或許能帶來短期的流量與銷量提升，力道卻無法持久。
 
 　　隨著社群媒體平台持續不斷地進化、成長，讓成功方程式有了全新組合，與消費者的溝通不只重內容，還要兼顧網路平台與調性，量身打造適合於各式介面讀取的內容，本書匯集實用的社群行銷策略，詳細解說如何利用Facebook、Instagram、Pinterest、 Twitter還有Tumblr，漂亮揮出那一記右鉤拳！

 
 (文/博客來編譯)

New York Times bestselling author and social media expert Gary Vaynerchuk shares hard-won advice on how to connect with customers and beat the competition. A mash-up of the best elements of Crush It and The Thank You Economy with a fresh spin, Jab, Jab, Jab, Right Hook is a blueprint to social media marketing strategies that really works.

When managers and marketers outline their social media strategies, they plan for the "right hook"--their next sale or campaign that's going to knock out the competition. Even companies committed to jabbing--patiently engaging with customers to build the relationships crucial to successful social media campaigns--want to land the punch that will take down their opponent or their customer's resistance in one blow. Right hooks convert traffic to sales and easily show results. Except when they don't.

Thanks to massive change and proliferation in social media platforms, the winning combination of jabs and right hooks is different now. Vaynerchuk shows that while communication is still key, context matters more than ever. It's not just about developing high-quality content, but developing high-quality content perfectly adapted to specific social media platforms and mobile devices--content tailor-made for Facebook, Instagram, Pinterest, Twitter, and Tumblr.