Google Sidewiki, launched in September, is a tool that allows anyone to leave posts as they surf the web. You need the Google Toolbar to be able to view and leave posts. Entries will then be sorted by an algorithm that filters out low-quality comments and moves the most interesting items to the top.

What does all this mean?
Well, if it takes off, your website will have a de facto comments page that you are unable to control. If people don’t like your product or have received a bad service experience, they will be able to share this information with anyone visiting your website. Likewise, your brand advocates can rave about how great you are as well. These conversations may have been taking place in other parts of cyber-space already, but people now have a forum ‘on’ or should that be ‘next to’ your website.

What should I do?
There is very little that PR or marketing departments can do to control the flow of information on the internet. Nonetheless you should consider installing Google Toolbar with Sidewiki so you can at least keep one step ahead of the crowd.

However, the lesson is that in the new age of the internet, the customer really is king. Let them down with poor service or disappoint them with a product that doesn’t perform, and they have the means to let the rest of your customers and potential customers know all about it.