For those of you that aren’t familiar with the Google Sidewiki it is a tool that can be installed onto your browser and allows you to add information or comments to a web page. These notes can then be viewed by other visitors to that website.
The benefit of Sidewiki is that it is of course another way of sharing knowledge online, passing on comments, thoughts and advice which may be useful to other users of a website. The downside of Sidewiki for businesses is that it does exactly that, allows users to leave comments on their website.
This of course can be beneficial to a business if people are contributing in a positive manner, however, on the occasion a business may encounter negative press or come under criticism for this, that or the other. With the introduction and the growing popularity of Sidewiki businesses could face having negative comments and reviews haunting their website.
Google claim to be ranking each comment within the Sidewiki based on relevance, determined by the writers previous contribution and feedback from other users- users have the ability to mark whether the comment was useful and report abuse. It is doubtful that these safeguards will do anything to protect businesses, or any brand for that matter, from users looking to spread malicious and defamatory claims around the internet. Given the influence user generated content has upon customers decision making it is no surprise that Sidewiki has caused a certain ripple amongst PRs and marketers as no doubt their jobs will become increasingly more difficult if Sidewiki hits off.
Tags: business reputation, sidewiki
