Because people have developed trust, they are communicating as open human beings and making connections. Twitter, Second Life, Facebook, etc. are all just conduits and catalysts for this rather wholesome process. Don’t worry about the purpose, or getting it right (there are better approaches, but just play a bit; you don’t even have to be yourself… people will help you along). 

You really can’t screw it up too bad because how the platforms are used will be radically different from person to person. Like Second Life—just stop mass marketing.  Start creating or sponsoring wholesome and good things and let nature take its course.  Evangelists, fans and friends will form if you are just receptive and make an investment into the people. Loosen up—let them have control.”

Wayne Porter
Social Media & Security Researcher
Co-Founder Revenews.com