Social virtual worlds such as Second Life’s Internet site, have acquired a high level of popularity in the popular and business press. In this article we will discuss with us the growing importance of virtual social worlds and how to make their business potential. We first present how virtual worlds historically developed social, how they fit into the post-modern paradigm of our time, and how they differ from other social media, such as content communities (eg Youtube), social networking .. . Read more »

Social virtual worlds such as Second Life’s Internet site, have acquired a high level of popularity in the popular and business press. In this article we will discuss with us the growing importance of virtual social worlds and how to make their business potential. We first present how virtual worlds historically developed social, how they fit into the post-modern paradigm of our time, and how they differ from other social media, such as content communities (eg Youtube), social networking sites and blogs (eg Facebook), joint projects (eg Wikipedia) and virtual game worlds (eg World of Warcraft). We then show how businesses make use of social virtual worlds in the fields of advertising / communication, virtual product sales (v-commerce), market research, human resources and internal process management. We also highlight the points companies should devote special attention to their activities, the 5CS success in virtual social worlds and the future developments that we expect to dominate in this sector over the next 5-10 years: a trend towards standardization and interoperability, improvements in software usability, increasing networking between reality and virtual worlds, the establishment of law and order, and the transformation of social virtual worlds for business centers of the future.
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from
Andreas M. Kaplan,
Michael Haenlein
Source: Business Horizons
10 pages.
Release Date: 15, November 2009. Prod #: BH358-PDF-ENG
The fairyland of Second Life: Virtual Worlds and Social How to use HBR case solution

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