According to this post, Google’s new Sidewiki tool could be a major communications headache for companies.
If you haven’t heard of it, it’s worth checking out. It allows anyone to post comments next to a website once they install it via Google Toolbar.
I’m testing it on this blog. Check out Sidewiki here.
If it becomes widely used, and it will be by activists, companies are going to have to get pro-active about their communications.
If you can’t control the debate (and you can’t!) then you’d better get involved in taking part.