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Strategic Developer | Martin Heller » PR in Second Life? Are they kidding?

March 30, 2007 | Comments: (0)

PR in Second Life? Are they kidding?

To get the screen shot of the IBM CODESTATION area in Second Life that I showed you on Wednesday, I had to register for Second Life, download the client, log in, and flail around for awhile until something worked well enough for me to get where I was going. I vaguely remembered something about Second Life (whether true or not) that made me nervous about giving them a credit card number, so I had to operate without any Linden dollars, Second Life's local currency.

The Second Life client basically brought my primary writing computer to its knees. That computer is a 2.4 GHz Pentium 4 Desktop with 768 MB of RAM and NVIDIA GeForce4 MX 420 video. After getting the screen shot, I logged out of Second Life, uninstalled the client, and installed it on my primary software development computer, a 3.2 GHz Pentium 4 Desktop with 2 GB of RAM and NVIDIA GeForce FX 5200 video. It ran much better on that machine.

Second Life Popular PlacesIt still wasn't a wonderful experience. When I teleported to the "home" area I was assigned, I couldn't do anything: I kept getting messages about the server being full. (This may have been because of a database problem at Linden Labs.) My avatar was surrounded by other avatars in various stages of dress and undress generally acting lost and typing stimulating things like "Where are you from?"

I would see occasional signs touting locations in Second Life, but they would always be for some sort of R-rated porn. I had a quick look at the list of the most popular places in the system by traffic, and they were pretty much all porn. I went to a couple of them, and they weren't even interesting porn: I'd rather read a Pynchon novel, thank you very much.

As far as I can tell, Second Life isn't really work-safe, or even home-safe if you have children. I can't imagine why IBM, Sun, and others are doing PR or developer communities in Second Life.

I remember Jon Udell discussing PR in Second Life in his column last fall, and he made it sound credible. Am I missing something here?

Posted by Martin Heller on March 30, 2007 06:00 AM


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You missed a lot, since you logged out too early! First of, Second Life is an environment FOR adults. The game requires you to be 18 or older to even be there and there is TEEN Second Life for teenagers I believe over 14, they have their own restricted account and age appropriate sections, but if you have a child playing SL in the house, I suggest for any parent to make them stop.

Second of all, yes sex sells, and it looks like they're the most popular places, but that's just the money that buys popularity. If lindens fail on one thing is to show you the basic world exploring tools as you come in, so you can get the most out of your experience...

Go to the search feature, click on the 'Places' tab and put in a keyword. It could be "China" or "lancelot" or "college" or "skydiving" or your dearest hobby, chances are, you'll find a community there and a whole great sim about it. I've been in SL since November 06 and still find new wonderful places and faces everyday, not to mention learning skills to create and add to the complexity of it all.
Give it another chance!

Posted by: illuminator at March 30, 2007 08:35 AM

You are missing a great deal Mr. Heller, mostly due to the ineptitude of the Second Life creators. Second life is a world in its own, rich in content and details ranging from the quixotic, to the inane. If you can dream about it, you can do it in Second Life.

It is unfortunate that there is so much pornographic material in SL, but as they say, sex _does_ sell, and usually in the quickest fashion. However, the "Most Popular" list in Second Life, I regret to say, is totally borked and useless. The numbers on it are artificially inflated because the businesses in question use devices called "Camping Chairs" that pay unsuspecting newbies mere pennies on the hour to come 'hang out' in a zombie-like state typically doing Nothing but sitting or dancing unattended. The longer these 'Zombies' stay, the more 'pennies' they get.

Meanwhile, the poor Zombies, not knowing any better, or perhaps not caring, never learn about the aforementioned richer content of SL. A sad state of affairs.

Mr. Heller - if you would like a personal tour of some of the things Second Life has to offer, drop me an email and lets talk :)

Posted by: Traven Sachs at March 30, 2007 08:50 AM

Asking if Second Life is credible because of the initial exposure to adult content is a bit like asking if any large city is viable for business after walking the streets and seeing prostitutes. Remember the web experienced this same sort of questions in its infancy, would you question its business viability today based on the amount of adult content available? Maybe 10 years ago, but certainly not now. Second Life and 3D virtual worlds are changing the way humans communicate and share information.

QTLabs Inc.

Posted by: QTLabs at March 30, 2007 09:49 AM

>>missing something

Have another go :)

For some it just grabs you. It did me. For others it takes some perseverance before you become fully immersed.

Look me up using the people search, i'll be glad to give you hand.

Posted by: 57 Miles at March 30, 2007 03:29 PM

Yes. I think you are missing something here.

Second Life isn't just about this particular virtual universe. It's the world wide web gone 3 dimensional. Our Internet experiences no longer have to be flat, not interactive, as it is on the world wide web.

Sure, it's buggy. The search engine really is awful. And, yes, there is plenty of porn and gambling, just like on the www. But that will change soon.

Big businesses reallize that their websites will soon be history. Consumer behavior is all about interaction and personalization. Virtual worlds are perfect platforms for retailing.

Barack Obama is rolling out a second life campaign strategy because the demographics of users are 20 - 32, his target market.

Universities are putting their digital libraries on second life. Virtual classrooms are far superior than current online courses.

The opportunites are endless. And inevitable.

Posted by: Jane Janus at March 30, 2007 03:36 PM

Martin,
I'll tell you what you are missing.
It's called "Investigative Journalism"

Posted by: Bryon at March 30, 2007 04:44 PM

Thanks to all of you who had substantive things to say. I'm hearing that there might be reasons to put up with the bugs, cheesiness, and steep learning curve of Second Life.

A couple of you offered to help me learn the ropes in SL. I appreciate the offer, but it may be a couple of weeks before I can take you up on it: I'm in the middle of several big writing and programming projects for clients with hard deadlines, and SL seems like it could be a real time sink if I got into it.

Posted by: Martin at March 30, 2007 05:05 PM

Martin, Second Life is a very vibrant, multifaceted place. I'm sorry that it came across to you as being all about sex -- the businesses that are sexually oriented tend to make themselves very visible.

I'd invite you to check out the Metaverse Messenger (www.metaversemessenger.com), a weekly newspaper that covers events in SL. I think you'll be surprised at what a variety of activities there are.

Posted by: Phoenix Psaltery at March 30, 2007 07:41 PM

Hi Martin,
You have missed so much that Second Life offers. I would like to offer to show you around and answer any questions you might have concerning SL.
Please give Second Life a chance, and I am sure you will not be sorry you did. And, yes it can be addictive but I guarantee you it will be the best addiction you ever thought you had.
There is so much to do, so much is offered to the community. you owe it to your self to take advantage of it.
Hope to hear from you.

Posted by: Alliez Mysterio at March 30, 2007 10:59 PM

"Am I missing something?"

Yeah, this:

http://weblog.infoworld.com/udell/2006/10/16.html

Posted by: Jon Udell at March 31, 2007 06:40 AM

Don't let the kool-aid drinkers fool you, Martin. Second Life is not the future of the Internet. It is no social revolution. It is, instead, an intrepidly marketed and somewhat interesting MMORPG that will, I think, be dead within the year.

Legal issues and eventually revealed hyperbole (like the fact that less than .002% of the registered residents have a positive monthly cash flow of *any* fraction of a cent despite claims of economic opportunity) will show people that while Second Life may be a fun place to build something cool, funny, or interesting, it is not by any means revolutionary in character.

Posted by: Petey at March 31, 2007 10:05 AM

Jon, you're right: I did miss that video. It wasn't for lack of trying, however: it doesn't play properly in IE on Windows.

Today I finally saw it, by browsing the page with Firefox.

Posted by: Martin at March 31, 2007 01:58 PM

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