Seth Godin may not want comments on his blog, but Google does.  Google’s Sidewiki service allows anyone with their tool installed to post and view comments in a frame right beside web content. I’ll provide a few examples of how this service is taking root, and some options for your Sidewiki strategy, including the choice to actively jam its operation.

Is Somebody Scribbling on Your Website?
That’s the upshot of Sidewiki. If you have a website, you may have comments that you can’t see unless you turn on the Sidewiki feature on the Google toolbar or the Chrome browser. The web and blogs aren’t necessarily social or interactive, but that’s exactly what Sidewiki delivers (whether you’re ready or not).

Can’t you just hear the sound of brand managers downloading Chrome and the Google Toolbar in droves? Already SEO consultants are claiming to have ways to get better results for your site through Sidewiki, and better placement for your comments.

Traditionally, Google has been at the center of the web as a search agent that directs visitors to helpful content on the edge. Suddenly, Google also has central content displaying out on the edge next to website content. This competes with commenting on sites, and it creates a bifurcated discussion as only those with Google software can see Sidewiki comments.

So, here’s what it looks like for some brands that have to take their play in social media very seriously.

The Mormon Church May Have to Discuss Homophobia on Its Homepage

Having run SEO for a major Christian denomination, I can assure you the LDS Church’s competition isn’t from the Baptists or Hindus. Rather, it’s from having a page discussing a law suit over pedophile scoutmasters come up in the top related search results. This is a beautiful site, which, in my opinion, is intentionally constructed not to directly engage on hot-button issues right out of the gate. Sidewiki changes that.

Ready or Not, Seth Godin Has Comments Now …

Yep, Seth Godin has a famous explanation for why he doesn’t have comments on his blog. Take a look: he has comments now. For good or evil, Google’s made the web more social for those who’d prefer it that way.

Is Sidewiki Good or Evil?
Commenting can do a lot of good. Real experts can set facts straight, and feedback will attach itself to bad companies so others can benefit from that feedback.  Further, comments are all attributed to specific accounts, so this is less anonymous than many schemes.

However, it allows Google, the arbiter of search, to also decide which posts should rise to the top of discussions. Suddenly it’s critical both in traffic acquisition and now also in onsite engagement. Further, the discussion is just a string of sequential one-off statements, sort of like those fake presidential debates. It would be more useful to allow site owners to respond directly to comments.

What Sidewiki Strategy Should Brandholders Adopt?

Continued