The Blog DoggerWhy is no one measuring PR in Second Life?

Bloggers question the virtual world’s ROI while hyphens get slaughtered, engagement gets stoned and one conference got Scobleized.

Answer: You don’t, because no one is there.

In her PR Measurement Blog, Katie Paine highlights a Wired magazine article from July titled, “How Madison Avenue is wasting millions on a deserted Second Life.” Fortune 500 companies are spending hundreds of thousands of dollars to develop a presence in Second Life, the article reports. IBM uses Second Life for recruiting and to help build engagement, while Coca-Cola attempts to rebrand itself in the virtual world.

There is an excitement among PR pros and marketers to dive into this new virtual frontier where millions of people have already created avatars—a virtual representation of a person—and begun exploring. “Unfortunately, the reality doesn’t justify the excitement,” according to Wired.

It’s a brave new world in Second Life, one where many marketing and PR gurus will insist your company must have a presence. Wired magazine doesn’t think so, however.

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