When it comes to virtual worlds and public relations, I believe there is a certain bridge between what is needed and what is novelty. If the virtual world provides direct benefits to the company or organization, than it would seem in everyone's best interest to pursue those ideals. Otherwise, it could just be a waste of time.

When considering a platform such as Second Life, what types of benefits can be had by just creating virtual people? When looking at the Obama campaign, which was a major player in moving politics into a more Web 2.0, having people have physical representations reflect themselves may have brought a more human component. Submitting questions during a YouTube forum is one thing, its another when you can have your avatar directly interact with another. It makes the entire exchange seem less virtual.

On the other hand, looking at a company such as Dell that has a storefront in Second Life, what exactly is the benefit? I understand that there is always someone there to interact with for any questions, but do we really need to do it with an avatar? What sets this exchange apart from one that is done over instant message or the telephone. In this instance, I see no benefit in adding a more "human" element.

When it comes done to it, social media will make our interactions easier but not necessarily more beneficial to everyone. There is also the future issue of which platforms to use. It would be really weird if Obama began campaigning in World of Warcraft.

When it comes to communicating crises, social media stands as a platform with wide reaching opportunities. Before, unless someone is near a radio or television, they would not be able to follow what is going on in the world. Now with social media and improvements in mobile technology, updates can be sent directly to smart phones, laptops or tablets whenever something major is transpiring in the world.

The "social" aspect lies in the ability for the everyday citizen to provide updates and information, usually before traditional media can get to the scene. An excellent example of this is CNN's iReport, a curated collection of images, videos and personal accounts of what is going on in different parts of the world during various crises.

When thinking of crises in the past, it can be interesting to wonder how they would have developed with the ability to use social media. The Cuban Missile Crisis, Hurricane Katrina or even 9/11 would have become much different events if even the smallest change, such as the ability to tweet, was included in their respective timelines.