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33 Million People in the Room: How to Create, Influence, and Run a Successful Business with Social Networking

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33 Million People in the Room: How to Create, Influence, and Run a Successful Business with Social Networking


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Capitalize on the sustained power of social networks to drive your product, services, ideas, and brands.

  • By Juliette Powell, top social networking consultant to organizations ranging from Wikipedia and Rocketboom to MTV!
  • Includes coverage on Barack Obama's successful online strategy in his bid for the presidency, as well as never-before-published case studies that will help you create your social networking identity and drive success.
  • Supported by a high-profile launch at the 25th Anniversary TED Conference, where the world's most influential thinkers come together to shape the future.


  • Copyright 2009
  • Edition: 1st
  • Book
  • ISBN-10: 0-13-715435-6
  • ISBN-13: 978-0-13-715435-7

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

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The Power of Social Networks

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Table of Contents

Chapter 1 The Power of Social Networks     2

Chapter 2 Getting On and Getting Started     16

Chapter 3 Making Social Networks Work for You     30

Chapter 4 The Strength of the Microcelebrity     42

Chapter 5 The Need for Authenticity    52

Chapter 6 The Feedback Loop     62

Chapter 7 Social Capital →Cultural Capital→Financial Capital     74

Chapter 8 Virality and Communities: Opportunities in Distribution     86

Chapter 9 Crowdsourcing and Cocreating: Opportunities in Production     100

Chapter 10 Opening the Channels, Inside and Out: Opportunities in Communication     112

Chapter 11 Success Is Where You Find It     122

Glossary     132

Index     142


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