Tag Archives: content

Giving your Social Content “LEGS”

Renowned ‘social media guru’ Gary Vaynerchuk has released a book called Jab, Jab, Jab, Hook. The basic principle is that your attempts at selling in social media will not be successful if you have not spent time ‘softening your target up’ with jabs first. A boxer who keeps going for the knock-out punch all the time will not be very successful, as it is too easy to avoid his wild swings. Similarly, if all you do is jab, then you won’t ever get the knockout punch (the hook).

I agree with his principles, I just think the analogy is too aggressive, and doesn’t really expand on what the jabs and hooks should be.

So I worked on my own version, which I called:

“Giving your social content LEGS (Listen, Engage, Give, Sell)


It’s essential that you start with listening, to understand the people with whom you want to build relationships. There are great tools available now to help with this, but really Twitter and Google search and some good old fashioned effort can get you there too.


Once you have been listening for some time and you feel ready, start by engaging with your prospects. Find common points of interest, ask questions, things that will encourage conversation and relationships and all that good stuff.


Give something. Add some real value. By now you should have worked out what your potential customers are trying to achieve. So help them achieve it, using your own social platforms or other means at our disposal. They will love your for it, and want to repay you.

(then, and only then)


It’s clear that Social Media is becoming a great place to drive sales. But remember to keep Listening, Engaging and Giving, so that you don’t become Spam.

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Advertising is dead? Depends on your definition.

Some clever people think that advertising isn’t working on the internet.

In a sense they’re right. Advertising is broken and needs to be re-invented. We need to create discussion. We need to add value. We need to do things that matter.

I was reminded by a tweet from @faris that advertising is an old word and has not always meant what it does now.

Originating from the Latin Ad Vert, it originally meant: “to turn one’s attention”.

Since people are increasingly ignoring traditional advertising, we have to find news ways of “turning attention” on the web. The way to get people’s attention in this most Darwinian of environments is to earn it be creating genuine value. This can be usefulness (think Google Maps and the value it brings to so many other sites) or simply great, entertaining content that stands out even in a content cesspool.

Where does it leave the media who have relied on the ad break to fund their content? Well, maybe they have to become the creators of the adverts, just as Saturday Night Live did.

When I tune in to that show, I don’t want to be interrupted by ads that are less funny, but I am interested in their take on advertising Pepsi. Would this work again? Does this constitute a “sell-out” on the part of the show? I’m not sure yet.

Another example is National Geographic. They have great content, and awesome content creators (especially their photographers). and a bunch of different ways to bring that content to life across multiple channels (print, tv, web, even now an awesome retail space). But I learnt recently that they also have a “creative services” unit, which will help harness these multiple content possibilities and media formats in association with the right brands. For a price, of course.

So are professional content creators the ad men of the future? How else do they monetise their skill-set when no one wants to see ad breaks anymore?

So ad breaks and banners may be in trouble. But Creating value including compelling content together with the true professionals, and “adverting” people’s attention in a more worthwhile way is here to stay.

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