Wednesday, January 19, 2011

BOOK REVIEW: 33 Million People in the Room by Juliette Powell



ABOUT THE BOOK (From FT Press website)

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 


MY REVIEW:

33 Million People in the Room is an inspiring look at the growing world of social networking and how it can be used effectively to promote a business, product or message. Juliette Powell discusses the importance of putting yourself out there, being authentic and making social networking a part of your daily routine. It doesn't have to consume your life, but should be included in the overall picture of your marketing strategy.

Powell provides detailed examples of how social networking has been used effectively by businesses such as Threadless (crowd sourcing) and politicians such as Barack Obama (virality and communities). She also gives good examples of how social networking can have a negative impact when businesses do not put value in online reputation management.

Overall, 33 Million People in the Room has provided me with a wealth of knowledge and an abundance of ideas to explore and add to my marketing practices. Whether you are a newbie to social networking or you already have a solid community, this book is bound to spark new ideas and motivate you to continue building your community using the social networking tools at your disposal.