Although I usually avoid writing stories about social media, this one on WSJ.com – “Entrepreneurs Doing Business by Avatar” – caught my attention because of a discussion I recently had about Second Life in a LinkedIn group. I have heard about SL being an interesting possibility in the B2C market, but I haven’t heard much about B2B. One of the people in the discussion wrote about how she knew of a small business – Museum of Robots – that did both B2B and B2C marketing in that virtual world, with some success, so perhaps there’s something to be said for it.
How do you know whether you should make the Second Life jump? Take a look at your strategic marketing plan (do you have one?). Does Second Life enable access to your market? If so, do you believe it would be worth the investment of time and money to create a presence there? One of the hallmarks of a great marketing plan is to have fun and experiment – as long as you understand your baseline performance, and you have the resources to invest, perhaps Second Life is worth a second look?