There has been much ado about Google Sidewiki lately as marketers try to decide what to make of the new toolbar. Many fear that their Web sites will soon become home to nasty comments that could tarnish the brands they’ve worked hard to build.
For those unfamiliar with Sidewiki, it is a toolbar that allows users to post comments on virtually any Web page without the host’s permission. Comments can only be seen by other Sidewiki users, but since the toolbar can easily be activated by anyone with a Google account, wide adoption of the toolbar is likely.
So, should marketers panic?
The short answer is no. Google might have enabled consumers to comment openly on companies’ sites, but the feedback you find there is quite similar to the types of discussions occurring on most other social networks and forums. Sure it may be a little closer to home this time, but anyone who is savvy enough to check out what people are saying about a company via Sidewiki (and I would argue that this takes very little savvy at all) could just as easily find out what people are saying about a brand on Twitter.
On the other hand, marketers should be concerned enough to take Sidewiki seriously and get involved. The bottom line is that people are going to be commenting on companies, often very publicly, whether marketers like it or not. The best way to have a positive impact is to engage them.
If you haven’t already, I recommend activating the Sidewiki and trying it out. Once you have a feel for it, your next step should be to meet with other members of your PR, marketing and customer support teams to consider a formal set of guidelines for responding to Sidewiki comments on your site.
For strategies on managing Sidewiki you might also check out this Huffington Post article by Jessica Rovello.
If there was any doubt that companies need to embrace online communities, Sidewiki is just one more reason to get involved. This time, the online communities are coming to you.
How do you plan to respond to Sidewiki comments on your site?
Photo Credit: star5112
{ 4 comments… read them below or add one }
I surely understand why many webmasters don’t like SideWiki and fear that competitors will use it to add comments to your site that will be as helpful as the comments that graffiti artists add to bathroom walls.
You should monitor the SideWiki comments on your own site(s) closely and act promptly on negative comments. There are now tools available that can monitor SideWiki comments for you, and alert you when new comments are posted.
http://www.updatepatrol.com/monitor-sidewiki-comments-and-sidewiki-alerts.html
Wow that’s amazing! Not to play devil’s advocate but at first impression, I find the whole concept of SideWiki to be terrifying. It turns the logic of having a webpage on its head. Your webpage is no longer your own — it can now be tagged and commented on by anyone. Saying “you should monitor SideWiki comments and promptly act on negative comments” — that sounds like an understatement. If this thing takes off it could really change the rules of the game.
Brian – You make a good point. Monitoring is essential and it is a good idea to keep an eye on discussions of your brand on Sidewiki as you would for any other social networking site.
Alex – Thanks for your comment. Sidewiki is something marketers should take seriously and the response to the new toolbar is understandable because many feel they are losing some control over their messages. But I believe the commentary on Sidewiki is an extension of the discussions that are already occurring on other social networks and forums. The reality is that consumers are increasingly in control online and the businesses that will proper in the midst of this paradigm shift will be the ones that engage online communities wherever they may be and provide them with helpful content and compassionate responses.