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SL_group.jpgMost big brand sims in Second Life are empty or have little traffic despite massive MSM media coverage, and many events are poorly attended. That’s because brands aren’t creating or joining groups — the most fundamental aspect of the metaverse’s social structure, says Linda Zimmer in Business Communicators of Second Life.

“More importantly for brands, it is also the “opt-in” mechanism in Second Life. Just like an opt-in email list, people join groups to keep up on what’s going on with like-minded people.”