Last month Google released Sidewiki, a Google toolbar based plug-in that allows anyone signed into a Google account to comment on ANY page on the web. Yes, ANY! In simple terms, every page on the web now comes with a publicly accessible discussion board that can’t be moderated.

As I’m sure you can imagine this has stirred up a lot of discussion and heated debate from across the online marketing community. Brand managers, website owners, search engine marketers and commentators have been expressing a wide range of views on how this new Google development will affect the performance of their websites and the business. It is fair to say there are many people who are nervous about the consequences of Sidewiki.

There are some controls of these discussion boards by Google. They have an algorithm to determine the most relevant posts and to display these higher up the comments board. This could give rise to a new domain for SEO experts to battle it out in trying to get comments to the top of the list. It certainly is interesting news for SEO’s that some Sidewiki comments have started to appear in organic listings.

Google will also have control over Sidewiki comments by way of features such as reporting abuse. The moderation of posts hangs on the Google definition of ‘abusive’, this being anything that is SPAM, illegal content or content that promotes hate or violence. However it would be wise to point out that on Google’s own information page ‘Report a Violation’ the rules clearly state that because you disagree with someone else’s point of view does not mean it violates any policies.

So far the reaction in our office has been mixed to say the least. We have those who are excited about it and think it will drive up the quality of web content and service, marginalising low quality sites. More often though the reaction has been “how can they get away with this?” The truth is many early browsers had group discussion functions but they disappeared as issues with server load arose. Having got over the initial shock of the appearance of Sidewiki, my view point is rather more positive.

We all know the internet has blown much of the concept of ‘spin’ out of the water. Brands and companies rather than trying to control information about themselves, are better served using the multiple channels of communication we now have as ways of conversing with their customers and improving their services. Consumers and clients all know they have a voice and that if they want to make it heard then they can. All Sidewiki does is bring that opportunity to voice an opinion straight to your company doorstep (website), instantly!

Of course there are many questions to be answered about how Sidewiki will evolve, and there are many scenarios to be played out with different circumstances and business online. My first reaction has mellowed the more I’ve thought about the application of this tool and I’ve now got it installed on my tool bar and have even managed a few comments of my own. Lets face it, if its out there then as marketers at the cutting edge of the web we need to be involved. I’d love to hear your views and how you intend to deal with Sidewiki...