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Involving users in the design and evaluation process of new technical artefacts is a fundamental approach in building usable and acceptable applications and services. To conduct such studies in realistic settings, the Living Lab methodology has been established over last few years. In our research work we established such a lab in a local area with the intention of building a foundation on which to evaluate ideas and prototypes around the Social Media topic. In this paper we describe our approach and point out issues that occurred within the build-up process. Crucial aspects include the selection process, the organisation and especially the question of how clusters of households can be built.