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2 responses to “The Emperor’s new website: Social networks and how not to do it…”

1. 

   Joanna Pena-Bickley

   January 20, 2007 at 6:47 am

   Reading about your growth of interactive media giants makes this interactive marketer very excited. I applaud brands that are taking risks and jumping in to the deep end.

   In speaking with risk adverse brands that want to build communities, What if any safe guards does Second Life offer to brand marketers? And when is it just wallpaper / noise to the inhabitants of the community?

   see my post at http://joannapenabickley.typepad.com/

2. 

   Antony Mayfield

   January 20, 2007 at 7:36 am

   Thanks for your comment and the useful link, Joanna.

   There’s really no risk free way to do effective marketing in these spaces, it’s best to adjust one’s attitude to risk than to try and avoid it.

   Regarding both of your questions: the same rules apply as in the real world: risk is yours to manage and branded content is wallpaper / noise until it is useful or people ask for it.