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Social networks aren't just a trend anymore: they're a permanent reality - and they offer immense opportunities to businesspeople who are innovative and committed enough to take advantage of them. In this book, leading social networking consultant Juliette Powell reveals how dozens of innovators are driving real ROI through social networks. Powell's wide-ranging case studies include 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 newly-emerged best practices, demonstrates how to avoid crucial pitfalls, and helps you prepare for the very latest trends in online social networking. Drawing on recent research in social psychology, Powell connects the dots, revealing 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. The techniques in 33 Million People in the Room can help you build your company, introduce new products and services, and strengthen your brands whatever they are: business or personal! Salient Features 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.