This is the Safari online edition of the printed book.

“Juliette Powell has provided a timely crash course on how to leverage your business’s online presence. A must-read for any aspiring entrepreneur, activist, brand manager, or c-level executive.”

–Jeffrey Stewart, Serial Technology Entrepreneur; Founder, Mimeo, Urgent Career, and Monitor110

“Reading Juliette Powell’s book is like perusing the secret trade documents of the most connected social butterfly. Upon first meeting Juliette, she immediately grabbed me by the arm and introduced me to the most important person in the room. When you pick up her book, it’s the same experience. She reaches through the pages and gives the reader entry to the halls of power through online networking.”

–Amy Shuster, Editorial Producer, MSNBC

“Juliette knows her way around a social network; she regales us with tales and practical advice from the plastic porous mediascape of today.”

–David Thorpe, Global Director of Innovation, Ogilvy & Mather

“If you are in business or starting one, and wonder what the heck all this talk about social networking is about, this book is the best quick guide I’ve seen. It’s full of juicy stories, backed up by sound social science, lucidly explained.”

–Howard Rheingold, Author, Smartmobs; Professor, Stanford and Berkeley

“The exciting new world of online social networking is demonstrating the profound power of these truths to change the very fabric of society as we know it. Our interactions, relationships, and values are changing faster than most of us can comprehend. For some, the pace of this change is alarming. For others it is empowering. In 33 Million People in the Room Juliette Powell takes us on a funfilled tour of this rapidly changing hypo-manic digital ecosystem simultaneously providing both practical advice and an insightful commentary on the increasing importance of authenticity in modern culture. Along the way we meet a hilarious cast of characters and gain a behind-the-scenes glimpse into real social networking success stories showing how to leverage the power of this modern phenomenon to achieve meaningful social and economic results for you and your business.”

–Michael Spencer, CTO, ASMALLWORLD

“Juliette Powell has captured the strength, excitement, and opportunity of social networks in this compelling work. Opening with an arresting saga about Chris Anderson’s debut as the new TED owner, she deftly sketches vignette after vignette that will have you thinking–why not me? Social networking power is awesome for those who have experienced it–but most people remain skeptical, guarded, and untrusting. Give up control? All control? Well, as she explains–YES! I’ve tried it, using six hundred fifty ‘coauthors’ to write a book–a book no one could have written, but to which ‘everyone’ could contribute. It was hard, very hard at first, to relinquish control, just as Powell describes. But the benefits she outlines are real. Try it–you’ll see!”

–Chuck House, Executive Director, Media X, Stanford University

“Digital society is all about expanding and energizing connections between people and ideas in ways we are just starting to understand. 33 Million People in the Room shares the perspective of an insider and shows us how business, entertainment, and politics all connect in the brave new world of social networking.”

–Kenny Miller, Creative Director and EVP, MTV Network Global Digital Media

“If you thought social networks were just for kids, or geeks, or simply too frivolous for your time, then think again. Juliette Powell reveals the power of connections, the strategies to gain audience and the best practices to build community in this brisk-paced canter through the new tools and techniques for doing business. It’s jargon-free and an easy read for those who have never dipped a toe in the water, but even experienced networkers will find wisdom in its pages. Real-world examples make a compelling case for her notion that social capital makes sound business sense and when successfully established can translate into capital in the bank.”

–Paul Brannan, Deputy Editor, News Interactive, BBC

“Juliette Powell has written a book that will advance your understanding of social networking whether you’re a nerd, Luddite, a savvy teen blogger, or, most importantly, a business person trying to gain an edge by embracing the latest Internet phenomenon.”

–Joel Dreyfuss, Editor in Chief, Red Herring magazine

“Juliette Powell’s book 33 Million People in the Room is the perfect book for the class. Powell understands that social networking is the best way to find like-minded people online, either to pursue an interest, reach a particular goal, create or grow a business, or just to help establish a sense of community among people online and beyond. Bravo Prof. Powell for a job well done!”

–Bill Sobel, Sobel Media, NY:MIEG, www.nymieg.org

“Juliette Powell has brilliantly answered in rich dimensions why you should be deeply involved in this new communications fabric. Through vignettes with the true leaders of this revolution, Juliette has set forth all the energy and steam you need for your boilers to get going and enter the room.”

–Chris Brogan, Business Advisor, chrisbrogan.com

“Juliette Powell has delivered a wonderfully succinct snapshot for embracing social computing as a way of doing business, not just the latest technology trend. Whether you are new to making connections online or are a social computing technology veteran, Juliette encapsulates the themes, concepts, and ideas that are most relevant for anyone in business interested in working in or exploring social computing.”

–Jeffrey Dachis, Cofounder, Razorfish, Inc.; Cofounder, Senior Partner Bond Art & Science; Chairman, Producers Guild of America New Media Council

“Social networking is just not for breakfast anymore. 33 Million People in the Room demonstrates how it transcends marketing and promotion, connecting people and companies in ways none of us dared dream. Thanks to Juliettte for putting this in perspective, and to social networks for so many of my restless nights.”

–David Blumenstein, Cofounder, The Hatchery

“Juliette Powell puts a human face on the social changes being wrought online, whether describing new tools like MySpace and Facebook, or key concepts like viral communication and social capital.”

–Clay Shirky, Adjunct Professor, NYU’s Graduate Interactive Telecommunications Program (ITP); Author, Here Comes Everybody

“We all recognize that social networking and the technologies of connection and collaboration are an enormous phenomenon. But what do they mean? How can they, how will they be used to create social and economic value? Drawing on her own experience and on the insights of The Gathering Think Tank, Juliette Powell has developed a powerful set of answers to those critical questions. Full of clear explanations, helpful examples, and accessible advice, 33 Million People in the Room is an important tool for managers and citizens alike–a sourcebook for the next economy.”

–Lawrence Wilkinson, Cofounder and Vice Chair, Oxygen Media; Cofounder and President, Global Business Network; Cofounder and Chair, Heminge & Condell

“Juliette has done a terrific job of capturing the power of and the opportunities presented by social networks. Whether you are looking to maximize the impact of ‘You Inc’ or a global company, there are important lessons in this book. Things have changed, again, and this book will help you capitalize on it.”

–Doug Zingale, General Manager of Strategic Partnerships, Zune, Microsoft Corporation

Social networks are no fad. They’re a permanent reality: one that offers immense opportunities to smart, innovative businesses. Now, top social networking consultant Juliette Powell reveals how dozens of innovators are driving real ROI through
social networks–and how you can, too.

Powell’s wide-ranging research, including coverage on Barack Obama's successful online strategy in his bid for the presidency, focuses on technology, media and gaming companies, leaders in fashion, beauty, publishing, finance, retail, event planning, and beyond. These powerful narratives illuminate the reality of doing business on today’s social networks as never before. Through them, Powell introduces new best practices, shows how to avoid crucial pitfalls, and helps you prepare for the newest trends in online social networking.

Drawing on the latest research, Powell connects the dots, uncovering the human dynamics and patterns that consistently underlie successful social networking initiatives. Along the way, she offers practical tools and advice for optimizing every stage of your own social networking initiative–from planning through measurement, and beyond.

• Getting on, getting started, and making social networks work for you
  Defining and implementing your optimal social networking strategy

• Leveraging the amazing power of the microcelebrity
  Achieving worldwide impact in the niche that matters to you

• Transforming social and cultural capital into financial capital
  Be generous, build your trusted personal network–and discover all you get in return

• Profiting from the knowledge you never knew you had
  Opening your organization’s own social networking channels– inside and out

Amazon.com® Reader Reviews (Ranked by Helpfulness)

Average Amazon.com® Rating:  Based on 20 Ratings

Good overview of how to use social networking and information to brand and gain competitive advantage... - 2009-06-24
Reviewer Rating:
While much of this thin volume focuses on advice as to how to develop and maintain one's online social media persona, I found the introductory discussion of networking useful as well, namely: "...In business, it's not just about WHAT you know. It's also about WHO you know and how well you use those relationships." For example, "socially well-connected CEOs [are] more likely to make more money...are far less likley to be fired for poor performance, and [are] more likely ...to find new and solid employment when shown the door."

I enjoyed the thoughtful discussion of the role and influence of information flow on corporate and social organizations -- specifically, how companies are influenced by the social connections of its employees and how the information they have access to serves as a competitive advantage within their "universe," that helps them to make better policy decisions, better investments in human and material capital, and to use these advantages to improve the bottom line.

The author, Juliette Powell, who promotes herself as a "social media expert," contends that the more an organization hires highly networked employees, the better chance it has of being at the center of its network -- or "universe" -- and, thus access to information that leverages their competitive position.

Discusses the impact of hiring, firing or losing through death, highly connected board members, making the point that "connected people are hubs of information [with]...enormous impact on both the inner workings of a company and how other firms perceive the company." Of particular interest is the finding of a study of 30,000 executives in 2,000 firms tracked from 2000-2006, that "when highly connected people die, so to do the connections between their companies" in the universe that the company operates in.

Follows with a case study of how Gary Vayerchuk used social media to brand and increase market share of his wine business. Using the idea that: "content is King, distribution is Queen, and marketing, along with business development are the Aces in the hole," he participates in online wine forums, chasing fans and spreading his brand through online community building. Follows with face-to-face emotional bonding and contends that "because you are putting out great content and you are building brand awareness, you will find money and money will find you."

Good book to read on a trip when and if you have time to think about implications for one's own organization. Recommended for college, university and public library collections.

R. Neil Scott
Middle Tennessee State University

Good for beginners - 2009-10-11
Reviewer Rating:
If you've been on the Internet a long time, the info in this book won't seem especially helpful. But if you're in a corporate setting, wondering what all the fuss is about, this book will probably be extremely valuable.

The book promises to show us how Barack Obama used social media. In fact, the discussion about Obama was quite short and straightforward - not really a case study that others could use. Powell does mention a key point that businesses can learn from: Obama directed users to a page where they sign up for info, then to a page where they take action. This is a classic marketing technique that Internet marketers use.

Recommended for newbies.

worthy from cover to cover - 2009-08-31
Reviewer Rating:
Julliete Powell had made an impressive job on collective so powerful cases to give us the best analysis and insights. From the very beginning, you'll feel that you hit the best book to understand the back and structural untangigle spirit of all new marketing scenario: Communities.
Every paragraph in this book, seems like an orchestrated global recommendation compendium to start or improve your perception about Communities. But you can pick one of them to fire up your own ideas and inspiration in this topic, using all kind of existing tools (like Web 2.0) to new channels.

I highly recommend you the following chapters:
Chapter 5: The Need for Authenticity.
Chapter 8: Virality and Communties: Opportunities in Distribution
Chapter 9: Crowdsourcing and Cocreating: Opportunities in Production.

These 3 chapters were particularly great, for myself.

You can also, check some excerts and videos on Author's website: [...]

I hope this brief oppinion could be somehow useful for you.

regards,

Social Networking - 2009-07-02
Reviewer Rating:
I enjoyed it immensely. It was easy to read, so well written, and gave such great examples of people who have been successful with social networking that it inspired me to join a couple of networking sites myself! (Join me on Facebook and LinkedIn!)

Her examples of the ways that LinkedIn, Facebook, MySpace and other online networking sites are changing business were a real eye opener for me. It made it so clear that social networking is the wave of the future. It's not just something "for the kids." I found myself recognizing the immense power and innovation prevalent in these new ways of communicating, deepening relationships, and remaining visible to those who are most interested in the services and products we have to offer.

One well-known example Powell presents is the Obama campaign. Due to the power of social networking and their move to keep their donors and potential donors updated and engaged, Obama's campaign was the first to raise an incredible amount of money mainly from small donations. That story is compelling and interesting, but isn't one that I related to as much as some of the other tales of amazing success in small business.

My favorite example is the strategy employed by Gary Vaynerchuk, whose inspiring accomplishments in positioning himself as a wine authority and promoting his family's New Jersey wine store are legendary in the social marketing world. Reading about how he transformed their wine business from 4 million dollars to 45 million dollars in revenue and carried his online popularity into the offline media world was fascinating!

Those who don't embrace these fabulous tools will miss the boat! Powell has convinced me - and many others - that social networking is the latest, hottest trend and one that business people simply can't ignore. This book is for everyone and I encourage you to get your hands on a copy. Your future business success may depend on it.

Savvy guide to social networks - 2009-06-01
Reviewer Rating:
If your idea of forming a social network is still working the crowd at a cocktail party, drink up and join the 21st century. As any digitally literate teenager can confirm, online social networks are today's worldwide meet-and-mingle zones. Will joining a social network help you professionally or personally? Could it hurt you in any way? Which networks should you join? How should you use them? Social network guru Juliette Powell answers these questions and some that are more sophisticated in her savvy new book. She discusses LinkedIn, which she cites as the best social network for business people. She closely examines Facebook and MySpace, the most popular personal social networks. She explains the pluses and minuses of joining social networks, and provides useful tips on their protocols and customs. If you aren't yet at home in the online world of social networks, getAbstract recommends Powell's book as an excellent basic travel guide.

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