In hopes of capturing the power of this new platform while avoiding potentially embarrassing incidents, IBM is taking the unusual step of establishing official guidelines for its more than 5,000 employees who inhabit "Second Life" and other online universes.

"Building a reputation of trust within a virtual world represents a commitment to be truthful and accountable with fellow digital citizens," IBM states. "Dramatically altering, splitting or abandoning your digital persona may be a violation of that trust. ... In the case of a digital persona used for IBM business purposes, it may violate your obligations to IBM."

"We don't want to be sheriff."

Intel also is drafting a tip sheet and plans to offer a voluntary course this year for employees who use blogs, social media sites and virtual worlds.