PR and marketing firm, Edelman is entering the world of Second Life without any overt marketing agenda -- at least none that seems to exploit the online residents. Instead, Edelman is working with virtual commerce group, The Electric Sheep Company, to offer a competition and seed funding for a Second Life-based business plan.
Edelman and Electric Sheep are also launching a machinima video blog within Second Life, further burrowing into the virtual space. Should Second Life players be nervous that more corporate entities keep appearing within the world? Probably. But we cautiously applaud these Edelman plans; it sounds like the company is trying to build a respectable reputation within the community.