nickhouldsworth's posterous http://nickhouldsworth.posterous.com Most recent posts at nickhouldsworth's posterous posterous.com Sun, 20 Dec 2009 18:19:00 -0800 March for democracy, Google style http://nickhouldsworth.posterous.com/march-for-democracy-google-style http://nickhouldsworth.posterous.com/march-for-democracy-google-style

This month Google launched Sidewiki.

It is effectively a 'micro-wiki' enabling users to comment and discuss any webpage, while browsing that page.  The principal idea is noble. Democratization of the web, by encouraging web users to improve the experience of others (full disclosure - I have been known to get a little misty eyed over Google)

So why, then, is it causing a 
stir in the communications business?

For the same reason that many companies, and the PR people that represent them, still struggle to grasp the basic concept of Social Media.

Surrendering control. Conversations between consumers about organisations and their reputations are taking place on any number of Social Media channels around the clock. The amount of influence PR professionals and their clients have over these conversations is limited. It's a case of power to the people.  

The difference, and sticking point, this time though is that, unlike say Twitter or Facebook - where negative commentary is physically (and thus psychologically) separate from the brand being discussed - Google Sidewiki appears directly connected to, even floating on top of, a company's website.  


The Basics 

Full participation in Google Sidewiki requires the latest version of the Google Toolbar, making it currently compatible with only Firefox and Internet Explorer (oddly, not with Google's own browser, Chrome - yet,). 

Comments are viewed as a sidebar floating to the left of any given web page. Contribution requires a Google user account, against which historical Sidewiki comments are stored, publicly accessible. They can also be automatically posted to an account at Blogger.com if that sort of thing floats your boat.

Other users can rate, report or share Sidewiki entries. Higher rated comments are given ranking preference, and placed towards the top.

A bookmarklet aids sharing. Interestingly, it is not necessary to have the Google Toolbar installed in order to view Sidewiki entries. Clicking a shared link displays the single Sidewiki entry, and the webpage it relates to, like so.

Importantly too, Google allows website owners to write the leading comment for their site, which always appears at the top of any Sidewiki page.


The Good

Sidewiki could be embraced as another channel with which to engage your audience. Site owners get the first say, and every opportunity to respond to feedback. Even bad feedback. Especially bad feedback.

It allows discussion on sites (such as Government) where traditional comment systems may not be appropriate, for privacy or legal reasons.

And, at its core, it is designed to improve the web. Google hopes users will contribute "Expert insights, helpful tips, background information and added perspective."

By extension, it provides a tool for redressing inaccurate, imbalanced or incomplete information on third party websites.
In theory, that is.


The Bad

Unlike website owned comments, there is no moderation process. Webmasters can report abuse, but how quickly will Google react? And what constitutes abuse? Negative feedback may be perceived as bad for business, but, unless defamatory or sustained, is it abusive?

There is no provision for 'nested' discussion threads, a popular feature of many blog comment systems. And sorting comments by rating, while good in theory, is ripe for manipulation.

And could this be a case of channel overload? Is Google jumping on the social conversation bandwagon, and in doing so, creating yet another stream for a) companies to add to their ever expanding list of 'stuff they have to monitor', and b) users to simply 'tune out'?

With Google Wave just around the corner, will this project simply drop off the radar in six months time? Judging by the mere five entries on New Zealand's busiest web page , quite possibly.


The Skinny

I remain undecided, veering towards positive. But until enough time has passed to allow a full assessment, here's my advice for website owners.

1. Take ownership, and write the first post. It takes about five minutes, and you might as well get in there before anyone else.

2.
 Make sure you have a clear policy on how to respond to comments. This should be the cornerstone of any Social Media policy, and applies to all platforms. Remember, not everything deserves a reply. 

3. 
Keep an eye on what, if anything, people are saying.

4
. Install the toolbar, and start using it for yourself. Get a feel for what people are writing. Many are 
positive and informative but, of course, there is plenty of singing from the usual choir of the disapproving  (well, what did you expect: Microsoft?).

Whether it becomes a tool that's well-used, thoroughly abused, or universally left alone, only time will tell. But in the meantime, it's worth watching.

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