Google's SideWiki: Don't Say We Didn't Warn You

Feature Brings Commenting to Your Site, Whether You Want It or Not

Posted by Josh Bernoff on 09.30.09 @ 12:15 PM

Josh Bernoff

Once a person is signed up (and anyone can -- it's part of the Google toolbar), he or she can comment on any page and see comments from others on those pages. Google uses an algorithm to decide which comments go at the top. And Google, not the site owner, decides which content must be taken down because it's inappropriate.

The web is full of whining from site owners about how this space, out of their control, is not fair. Get over it, folks. Regardless of whether it is fair (since when is the web fair), you'd be better off learning to deal with it. This is quite similar to what StumbleUpon and Delicious enable, but, because it's from Google and it's more visible on pages, it's a bigger deal.

Two questions and answers.

One, will it catch on? Yes. It could take a few years to get big, as Twitter did, but because it's on Google's Toolbar, it has a seductive interface (a little tab on pages with comments) and can become viral. As users spread it, it's going to grow.

Two, what should marketers and site owners do? First, claim your site. Second, monitor and respond to comments. (With the Sidewiki API available, it will likely soon be built into tools like Radian6.) And third, add your own social features -- now.

If you add social features, such as ratings and reviews, comments, and forums to your brand site, your media site and your blogs, they'll be far more convenient for visitors. They'll generate discussion, but discussion you can moderate to your own standards. And if the interesting discussion is on your site, people won't be compelled to comment with Sidewiki.

It's likely that Microsoft will build similar features in its browser, and Yahoo and Facebook may also dive in. But Google has the first-mover advantage. If you're smart, you'll start monitoring this activity now, while it's small. Don't say we didn't warn you.

8 Comments

  By tanakh8 | New York, NY September 30, 2009 03:12:02 pm:

Hey just wrote a sidewiki on your article. glad to see someone seeing the positive/inevitable side to it.

Things are about the user, everyone should know this by simply looking at there own day to day frustrations with anything.

The easier it is for people to use and create content the better.

Let's take for example simply leaving this comment on your blog, to do so I had to first register with adage.com which took some of my time, time I could have spent reading more of your content. I really didn't have to do that but I wanted to, because I think you guys are trying to do a good thing and create good content, but someone else, will just sidewiki, it's easier and if it is easier they are going to be more apt to do so, and if your content is good, then the sidewiki will be a plus.

no?

keep up the good work! and leave sidewikis, they are the internet.

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  By jamesstolp | Dallas, TX September 30, 2009 03:17:51 pm:

There is a lot of land-grabbing going on these days, with browser real-estate and social mindshare. Stepping in and participating in the conversations around your business is critical to your success. Historically however, it seems that overlaying meta information on a site has been met with resistance from site owners, especially those sites that sell advertising - drawing clicks and eyeballs away from their source of revenue on the page.

What do you think? http://bit.ly/2GIpCo

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  By red335i | Dearborn, MI October 1, 2009 12:50:28 pm:

So I get it that social media is alive and well and people are defining brands all over the place: blogs, twitter, social communities, etc... I love it.

Where SideWiki is different is that open comments are now going to exist at your site. The site you are driving consumers to with your online media dollars. Now open comments are right there on your site - like it or not. And watch out if you have a major recall or PR issue

I took a look at it from a dealership and auto company perspective: http://automarketingblog.blogspot.com/2009/09/will-sidewiki-become-oem-or-dealerships.html

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  By jkantor1 | St. Petersburg, FL October 1, 2009 02:48:39 pm:

There was a much better product like this almost ten years ago. You could insert pop-up tags anywhere on a web page which would be visible and readable) to anyone with the browser plug-in.

But people don't want more crap on their screens. They want comments by people they know and trust.

When you can filter this so only, say, your Facebook friends show up, then people will use it.

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  By srpatterson | Columbus, OH October 1, 2009 11:22:19 pm:

I would say that the content will not be an affect unless a large number of users begin to make comments on the site and have the toolbar installed.
Steve
http://BuckeyeTalkBack.com

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  By Johnnybennett | UK, MT October 2, 2009 05:43:08 am:

Is Google evil?

A response to Sidewiki and other recent Google developments.

http://www.amusingourselves.com/web-development/is-google-evil

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  By Kevin | New York, NY October 2, 2009 04:52:30 pm:

"And if the interesting discussion is on your site, people won't be compelled to comment with Sidewiki."

How on earth do you know or presume this? Does Forrester already have research on consumer behavior vis-a-vis Google Sidewiki?

(Aside: "It could take a few years to get big, as Twitter did"...Twitter got big in one year, no?)

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  By Erik | Toronto, ON October 6, 2009 02:32:07 pm:

Hi,

Thanks for the post Josh!

I agree with you - brands and marketers should definitely get used to the Sidewiki and at least claim ownership over their Wiki by registering it.

There is certainly differences of opinions on this one - for example:
A site owner spends $20k a month a Adwords
A competitor goes to the site and posts on the Wiki with a link back to their own site maybe with an offer for a cheaper price on a product that both companies offer.

This would amount to hijacking or stealing the site visitors earned through the original companies AD spend.

I have written a few blog posts around Google Sidewiki if anyone is interested - http://bit.ly/14qpdY and http://bit.ly/GYS3W

Thanks again!

@erikg1

http://twitter.com/erikg1

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