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This Element is an excerpt from 33 Million People in the Room: How to Create, Influence, and Run a Successful Business with Social Networking (9780137154357) by Juliette Powell. Available in print and digital formats.



How Gary Vaynerchuk used social media to build a business, a brand, and a powerful new revenue stream.



From the beginning, Gary Vaynerchuk saw things a little differently from traditional wine connoisseurs--and soon realized he could use this difference to stand above the crowd. Never short on ideas, Gary pulled out his little video camera, planted it on his worktable, and started a live video blog (vlog). In short order, the overflow of Gary’s fans began to watch his weekly recommendations online and purchase wine through his Web site...

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