To promote interoperability between former rivals Novell Inc. and Microsoft Corp., PJA Advertising+Marketing created a virtual lab with extensive videos, podcasts and demonstrations in addition to traditional white papers. Two video avatars take visitors through rooms that each represent a different solution area. Mike O’Toole, president of PJA, says timespent-per-visit has more than tripled. “Clients have been talking about social media for three years now, but in the last three months they’re pulling the trigger on programs,” O’Toole said. Now client Boston Scientific is using Twitter, Facebook and YouTube to distribute facts about the escalating threat of diabetes for World Diabetes Day.