September 25, 2009 

Google just launched a new feature that works in conjunction with its toolbar. Called the “SideWiki”, it allows ANY visitor to make a comment on ANY site. At first glance, I thought this was a really innovative feature that would expand the experience of internet searchers and would allow for an interactive experience on any website or page. 

For some searchers, there is a real benefit added. Imagine, for example, going to a company’s website that you’ve never heard of before. You’re not sure if you can trust it, but you are able to read comments by other site visitors who comment on the service or products offered. Just as we trust our friend’s recommendations, comments on a website could sway visitor’s decisions to purchase. For the website owner, these comments could help to improve the site and also provide valuable unsolicited feedback. Bugs and errors could be reported, questions could be asked and answered by visitors and all of this information could possibly be posted on the site, increasing the overall value to visitors. 

However, just after a few hours, there are already some serious concerns. First, there isn’t any way for the site owner to control the comments on the page (other than being able to create a permanent post that appears above other entries or blocking visitors who use sidewiki altogether). That presents a potential PR nightmare. Going back to our imaginary example, you are now the site owner. Knowing that people can make any comment on your site, without moderation, suddenly seems as if you’ve got an angry mob in front of your house. What can you do when a dissatisfied client (of which most companies have at least a couple) decides to go on a tirade on your very own site? 

I personally am scared about the direct effects of having customers post any comment they want on my clients sites, but I also see the benefits. Ultimately, a good site will have good comments. I think every site will have at least a few bad apples, but these comments will allow you to know immediate responses to posts and changes to a site, allowing you to react faster to potentially damaging situations. 

 For a full list of features, you can visit the Google support page.