Book Review: '33 Million People' good for newbies and experienced social networkers

By Dana Zurbuchen

So, what’s the big deal about social networking? Will it help my business? Should I even care?

The answers are all in “33 Million People in the Room.”

As a social networker who is savvy on the topic and using this tool in my business, I didn’t know how much more I really could learn. This book provided additional insight even to an experienced social networker, yet has the same ability to break down the basics for a newcomer to this hot marketing tool.

Author Juliette Powell’s experience carries weight, including consulting with Mozilla, Microsoft, Nokia, the United Nations and the Department of Justice. She knows what she’s talking about.

Powell’s topics include:

• How to get started. This is the biggest hurdle for non-users. They don’t know where to begin and are fearful of the time they’ll need to invest to get the ball rolling.

Powell breaks down the top sites by number of users, primary audience and what each site is best used for. It’s the perfect Social Networking 101 (keep in mind number of users changes daily).

• The strength of microcelebrity. The proper social networking strategy is capable of creating microcelebrity for users, highlighting expert status in a particular field. What are your unique strengths, and how can you leverage them to grow your business? How can you become a celebrity in your own right?

• The need for authenticity. Just as with any networking, it is important to be yourself in social networking. Personal passion is key to connecting with others, and translating that passion via the virtual world is critical. As the book progresses, the language becomes more complex. Powell discusses the feedback loop in social networking, and there are textbook-esque charts. If you become overwhelmed in this area of the book, best to stick with what you’ve learned and come back to this part later.

If the arrows, squares and tags of “figure x” don’t scare you, Powell shares the secret to President Obama’s use of social networking to develop one-to-one relationships and a grassroots army in his run for election. From a marketing standpoint, it’s pretty fascinating.

Whether you are new to social networking or seasoned, pick up “33 Million People in the Room.” Just know when to put it down and come back for more information later.
 

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