Building community

"If you rez it, they will come."

Or something that like — sure, you may've made a community building, but are you building community?

This page is all about best practices to optimize your Second Life locations with compelling content so they attract, sustain, and grow visitors. This is important whether you're running a business (like a club or store) or non-commercial venue. As Soft Linden aptly put it: "... building places, not spaces."

Note: Mentions of products & services are not necessarily endorsement, simply real examples of what's been accomplished.

General tips

• Use Second Life's unique strengths - We're an interactive 3D world. Don't sell a T-shirt with your logo and expect that to be the end. To be forthright: at best, you won't stand out. At worst, you'll be derided by existing Residents, then feel like blaming SL for your lack of success — when infact, you haven't used the tools at your disposal (this page is about making those tools more obvious). For instance, if you're a watch company looking to promote, don't just put a flat texture on a wall: partner with a skilled content creator who can make an impressive -looking and -working watch. Or do something physically impractical, like an island made of a giant watch. If you look at the most successful Second Life marketing campaigns, they consistently use our unique strengths.
• Identify specific needs you have, then search for tools to fill them - If you're already familiar with shopping on the web, Xstreet SL is a quick way to get started. You can browse for goods, then have them delivered to your avatar inworld.

Optimizing your navigation

Everyone was new once. If you've been in SL for awhile, recall your awkward first experiences, then make your build a joy to explore for newcomers and veterans alike. A build that's hard to navigate will deter people from spending time on your land. Here are some tips:

• Make ceilings high and "phantom" whenever possible - The Second Life camera can be very difficult to use: low ceilings can obstruct someone's view. Generally, build broader areas than claustrophobic, camera-unfriendly rooms. Also, unless there's a good reason otherwise, make your top ceiling "phantom", which means it can be flown through. (Right-click an object to edit it >

Usability tips

• Use click actions -
• Brand your stuff -
• Include a landmark -
• Use SLURLs -

Related resources

• Success Stories - Real examples to be inspired by and learn from.
• Marketing Your Products In Second Life - "While these are suggestions for a resident fashion business, they're good advice for ANY retailer in Second Life."
• Stories from Second Life: Glenn Linden talks with Joni West of This Second Marketing - Includes topics like "Mistakes to avoid when creating marketing campaigns for clients in Second Life".