As Neville says,
I think Second Life presents an alternative reality – a parallel place, if you will, where you can construct a viable approximation of a real environment that certainly has little to do with escapism.
The increasing entrance of established businesses into Second Life is hardly about escapism. It’s about real business opportunity even though many haven’t entirely figured out why they’re there or exactly what they’re going to do.
And that’s the opportunity for PR pros – figure it out alongside the experimenters and early adopters in a joint learning path that will produce business opportunities for mutual benefit.
Could not have said it better myself, that’s why the ‘clearly has it’ is in the title of this post — Neville spells it out quite clearly why we as business communicators should be so interested in Second Life.
Does it mean that we have yet another ‘thing’ to get our heads around?
Yes. Build a bridge and get over it (Aussie phrase meaning ‘yes, life’s tough; now deal with it / get on with living it”).
Does that mean we have yet another ‘thing’ that we have to master?
No — you just need to know enough about it to be able to sensibly judge whether it is something:
your business/you needs to get involved in — not every business needs to be there yet, but don’t believe it is all hype, snake oil, smoke and mirrors — just like the ‘everyone needs a website’ cry of a few years ago, time will come when you will be forced by market pressures and competitive (dis)advantage to get involved
if you/your company should be involved, whether you are the best person to get involved
if you aren’t, then who is (and how to ‘vet’ your applicants when you ask your PR/Ad agency or web-savvy friends if they are interested or know someone who is)
Visit Allan and my little (but growing) presence on Second Life.