Bookshelf · Jab, Jab, Jab, Right Hook

Jab, Jab, Jab, Right Hook by Gary Vaynerchuk, framework 5 of 9

The sponsored story filter

How to spend Facebook money only on content already proven to work.

Gary Vaynerchuk's framework, from Jab, Jab, Jab, Right Hook, pp. 75 to 172.

  1. Post organically

    Publish the content for free to the 3 to 5 percent of fans who see it.

  2. Watch engagement

    Check likes, comments and shares in Page Insights.

  3. Sponsor the winner

    Pay to extend reach and sharpen targeting on the post that is engaging.

  4. Rework or drop the rest

    Treat low engagement as the cue to change the piece or bin it.

From chapter: Round 3: Storytell on Facebook, pp. 75–172

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