THIS SECOND -- 1-800-Flowers.com provides an interesting new perspective on engaging Second Life residents. Although the actual building that houses the virtual flower shop is underwhelming in presentation, this company has championed the idea of business open communication environment by manning their store with a round-the-clock customer service and support help. Barbie Lilliehook, the avatar of Barbara Porter, Director of Customer Applications, is able to provide answers for the Second Life initiative as well as any customer support one might need from the Web-based gift purchasing system. In light of this new people vs. content dilemma, perhaps it is worth re-assessing whether a brilliantly-executed build is more important than having the actual company commitment of opening an honest conversation channel with Second Life residents and Internet users at large. "We're gathering feedback from residents right now to see how we can provide more enjoyment for them, and we'll take it from there," Lillihook explains.

In an effort to create a presence here, 1-800-Flowers has worked with This Second Marketing in San Francisco to produce the avatars, content, and hand out fliers, as well as with their own marketing company, GRiP Communications, to consult on the best strategy and reach out to users outside of the virtual space. The current greenhouse is a showcase of third-party content and flowers from some of Second Life's best known creators, including Lilith Heart. However, the company has not contacted these creators, nor have they commissioned any unique flower arrangements for their greenhouse establishment. Lilliehook and other 1-800-flowers.com volunteers are looking into obtaining more vital information on the direction their company should take in Second Life. For now, at This Second Isle , visitors can peruse the flower display collection, chat with other avatars or with the 1-800-Flowers.com volunteers, and obtain free bouquets. Lilliehook and 1-800-Flowers.com employees can be found at the greenhouse, open for conversations, according to the schedule posted at their location.

To follow up on suggestions they receive from residents, 1-800-Flowers.com will also schedule more formal events, such as roundtable discussions with CEO Jim McCann, focus groups about how to enhance the greenhouse, and a virtual bouquet design contest in July. For those interested, the conversation with Jim McCann will take place on June 15 from 7:30 - 8:30 a.m. SL Time. Upcoming events, SLurls, and other important information regarding contacting 1-800-Flowers.com in Second Life can be found at http://1800flowers.com/secondlife.

Since Second Life is such a new phenomena for real life companies, the best judge for the success of this approach will be the reach and level at which 1-800-Flowers.com will be able to engage the community interested in their brand. They already have stepped in the right direction by placing the human element first. This is an element typically lacking in many of the other real-to-virtual projects.