Gary Vaynerchuk is arguably one of the greatest social media thought leaders of our time.

In 2012, Ragan.com ranked the top fifteen social media marketing professionals and included Vaynerchuk on their list.

Since that article ran, Vaynerchuk has published a third book, Jab, Jab, Jab, Right Hook, which discusses social media marketing best practices. He defines jabs as pieces of content that benefit your customers by making them laugh, snicker, ponder, play a game, feel appreciated or escape. Right hooks, on the other hand, are calls to action that benefit your business.

Regardless of whether you’re throwing jabs or right hooks, Vaynerchuk outlines 6 rules of outstanding social media content:

1. It’s native to the platform it’s being posted on
2. It doesn’t interrupt by feeling like an advertisement
3. It doesn’t make demands – often
4. It leverages pop culture
5. It’s micro
6. It’s consistent and self aware