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Brands take note. Google Sidewiki broadening the conversation

Enterprise Social Media 22 Oct 2009
11 Comments

Hat tip to Jeremiah Owyang for presenting this last weekend at Blogworld 2009; thank you.

During my time at HP, I remember several discussions about launching a printer blog to engage with consumers. This didn’t go over well with some because at that time, HP was struggling with giving up control of brand messages. Since then, they have done an extremely good job embracing social media and have launched some really cool and innovative programs.

We all know that many brands still struggle with this concept of giving up some control of the brand; and are scared to death about allowing comments on their blogs/communities in fear of negative comments.

Problem solved, or unsolved depending on how you look at it.  Welcome Google Sidewiki!

Google Sidewiki allows anyone to leave a comment on any webpage out on the social web. It does require users to download a plugin and comments are stored to the left of a web page using an iframe. Here is a screen shot of Apple’s website; notice the comment from me on the upper left. Google also allows users to share the comment via Twitter, Facebook, email, a bookmark; and the comment will also show up on the user’s Google profile. Google Sidewiki is new and but widespread adoption of this product is probably just right around the corner.

How Social Media is Changing Business.pptx

Here is a screen shot of the Nationwide Insurance web site. Notice the comment with the green background. This is because Nationwide has claimed their webpage and have added some relevant content for sidewiki users. Any brand can claim their webpage and whatever they decide to write will be at the top of the wiki. Until then, anything goes; with one caveat. Google Sidewiki also allows users to vote up/down a comment based on how helpful the comment was to the readers.

Nationwide Insurance Embraces Google Sidewiki

Google Sidewiki should not be perceived as a threat to brands. It really is just another opportunity for brands to engage on the social web. Something else to consider which I just thought of is how these conversations will manipulate (or not) the search engine rankings for web sites; AND whether or not these comments will ever get indexed and start appearing in the results. Uh oh.

About the author

Michael Brito

Michael Brito is a Senior Vice President of Social Business Planning at Edelman Digital. He helps his clients transform their organizations to be more open, collaborative and socially proficient; with the end result of creating shared value with employees, partners and customers. Prior to Edelman, Michael worked for Intel and Hewlett Packard in various social media marketing roles. Opinions posted here are his own. Feel free to follow him on Twitter, subscribe to this blog or read some more of his content on Social Business News.

  • Brian R

    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-co…

  • http://hugequakingfear.blogspot.com/ Wes Unruh

    I've been playing with google sidewiki for a few days, and I really like where it's headed. I've seen previous attempts (http://trailfire.com/ comes to mind) but this looks like it might get the best adoption rate over time, making it that much more valuable.

  • http://twitter.com/motoole5 Molly O'Toole

    I can see why Google Sidewiki would be perceived as a threat to brands. It is a risk because people can write negative things about their brand, but this is how the world communicates today. Social media is a growing tool in building relationships. People are spending more time on websites such as twitter, facebook and YouTube. This generation of people are more comfortable with conversations through the internet instead of in person. When seeking certain types of information people still go to a company website, but it would not be a bad idea to also shift information to other venues where people are spending most of their online time. Social media is becoming more popular in the professional world. People advertise themselves and products in the market world. I feel like a challenge with social media is that posts don't have to be perfect. Soon we are all going to look back and wonder what life was like without social media, and then something new will be created.

  • http://www.excitesocialmedia.com Aaron Lewis

    Thanks for the post Michael! Your title is very fitting, brands do need to take notice, and fast. The commenting dilemma the enterprise continues to struggle with is, in a sense, quickly becoming irrelevant. Communities are going to make the decision for those unwilling to fully engage – taking those conversations off-domain if necessary.

  • sandyxxx

    hey it's really awesome no word for this type of picture hmmm keep rocking thanks you so much :)

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  • manishfusion

    Hey where you from? I’m from Toronto and … I like hockey.I live near a park with lots of dogs.the sky is blue over here what’s your weather like?

    EFFICIENCY

    I've never even thought about commenting till now. I guess if I really like a post I find myself checking the external links for more and favoriting (if that is a word) the post instead.
    From now on though I'll definitely try and drop a comment every so often.

    I've never left a comment, and rarely I comment on other blogs but I read you everyday, and often more than once a day.

    I support you on this and I'll try to leave few words here and there.

    Antikeylogger

    anti keylogger

  • manishfusion

    Hey where you from? I’m from Toronto and … I like hockey.I live near a park with lots of dogs.the sky is blue over here what’s your weather like?

    EFFICIENCY

    I've never even thought about commenting till now. I guess if I really like a post I find myself checking the external links for more and favoriting (if that is a word) the post instead.
    From now on though I'll definitely try and drop a comment every so often.

    I've never left a comment, and rarely I comment on other blogs but I read you everyday, and often more than once a day.

    I support you on this and I'll try to leave few words here and there.

    Antikeylogger

    anti keylogger

  • manishfusion

    i never left a comment on this blog.. maybe because the “comment” link is not so impressive eyecatching.. but thats what i like about this blog.
    Its nice and quite, no people leaving stupid comments or having bullshit discussions.
    its just a good blog to get your latest information in design/art world.
    keep it up

    Antikeylogger

    anti keylogger

  • http://www.easyrecovery.ie/ Data Recovery

    Yet another tool to add to your brand's “reputational triangulation”.

  • http://www.greeceplan.com/ Greeceplan

    Very good post Michael . It helps a lot thank you for sharing .

  • http://www.naturalk9supplies.com/Brand/tropiclean.aspx Tropiclean Dog Shampoo

    People advertise themselves and products in the market world. I feel like a challenge with social media is that posts don't have to be perfect. Soon we are all going to look back and wonder what life was like without social media, and then something new will be created.

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