360DigitalInfluence

People hate Google Sidewiki. It’s an ugly word, but people hate Google Sidewiki. The internet is filled with frustration, angst, and incredulity of people who want to know a.) how to get rid of it and b.) how a company with a “Don’t Be Evil” mantra can look at themselves in the mirror after developing something that is so inarguably evil.

I love Google Sidewiki. It mixes the brand engagement of a Facebook Fan Page with the free speech of Twitter. I can now go to a brand’s website and tell future visitors how much I love a brand or how I think it could be better (constructive and fair, of course). If you had Google Sidewiki you could see how I recently sucked up to not only my boss, but also my boss’s boss. It’s great.

If this is your first time hearing the words “Google Sidewiki” I will let Google quickly explain: “Google Sidewiki is a browser sidebar that lets you contribute and read information alongside any web page.” That’s right. People can now contribute “information” alongside your webpage. The secret is that you have to download Google Sidewiki as a toolbar before you can read that information or write any of your own. Google is quick to point out that sidewiki is being used in all sorts of productive ways. As you might imagine, it’s also being used in some not so productive ways. Although there is a steady drumbeat to ban, opt-out or kill sidewiki, it looks like it’s here to stay.

With that in mind, I’m here to help you embrace sidewiki and keep you from getting bit when you do. Here are five best practices to be successful:

1. Create a webmaster post on your homepage’s sidewiki. This post will always be at the top of the sidewiki allowing you to greet sidewiki users and provide tips on your site’s offerings, special features and navigation. It’s the door to your website and a chance to decorate a little.

2. Use negative posts as an opportunity to address a concern or problem. Twitter is cornering the Social CRM market, but your sidewiki offers the same opportunity. Sometimes complaining is just complaining, but if you approach your sidewiki as an ongoing focus group you’ll benefit.

3. Use positive comments as an opportunity to nurture brand enthusiasts. These people are knocking on your front door while serving as ambassadors for other site visitors. Share their post and cultivate them as you would a blogger who just wrote a glowing review.

4. Avoid rating a sidewiki entry down (or up). Sidewiki entries rise and fall depending on other user’s ratings. You’re not a “user,” you’re the subject matter. Follow Wikipedia best practices here. It can be hard to sit on your hands, but you place your credibility in jeopardy when you start interjecting your opinion.

5. Do not create fake Google accounts and seed positive comments on your sidewiki or negative comments on your competitor’s. This should go without saying, but it’s too important not to. The internet is filled with sad stories of people who did not heed this advice. It’s not worth it.

Okay, let me have it. My feelings can’t be hurt any more knowing that “SidewikiSux” has more Twitter followers than me.