With this post I hope to address some of the misunderstanding and fear mongering which surrounds Google SideWiki and other annotation services. First of all, let me explain what Google SideWiki is exactly. Basically, it’s a plugin that you install (via the Google Toolbar) that enables a sidebar on the left side of your browser. In this sidebar, you can comment on any website you visit – whether that site has enabled comments on their own site or not. This means that the website author loses control over the comments placed on the website. The video below shows how it works.
This is not the only annotation service (I prefer AddATweet), but is catching most of the attention since Google’s name is attached to it.
The response to SideWiki has been very mixed. Especially small entrepreneurs seem to be worried, voicing concerns like “what if my competitors start leaving fake negative reviews”.
Here’s how I see it…
It was never your RIGHT to control comments in the first place.
The Internet enabled this and now it’s disabling the control again. In real life, you cannot control what people say about you or your business. Since the Internet makes sharing ones opinions and reviews so easy, you better make sure you adapt to it and do a great job for others and always stay ethical! If not, sooner or later you will be called on it. This is why I also think we shouldn’t worry about competitors that try to spam your site’s SideWiki with negative comments – because if that’s their business mentality, the Web will destroy their reputation.
Google SideWiki and other annotation services make a more transparent web.
For instance, go to any hotel’s website and usually you can see customer reviews. Of course the hotels moderate these reviews, but with the Internet becoming more central to our lives by its increasing mobility (laptops, netbooks, mobile devices), it will get harder and harder to rip people off by not delivering what you promise. You have to meet expectations and exceed them if you want to succeed in a transparent world.
It’s inevitable.
To be honest, I think the cries for a ‘ban’ of Google SideWiki are absolutely ridiculous and show a complete lack of understanding of the Internet. Within the next ten years, augmented reality will become common. This would let people aim the camera of their mobile device at a restaurant and instantly receive reviews in an overlay on the screen of their mobile device – but this will be possible for every and anything. For an example of this, check out Layar in the video below.
People are already leaving comments about your business in channels you don’t own or control.
For instance on Twitter. It was just a matter of time before someone brought the reviews and the subjects of the reviews together. AddATweet has doen that, which is why I prefer AddATweet over Google’s SideWiki; it combines existing social networks with annotation… plus it doesn’t require me to download some toolbar I really don’t need or want.
The problems will solve themselves.
Yes, anonymous commenters might be a nuisance, but how much weight do people really give to such comments compared to a non-anonymous comment? Also, your personality reflects in everything that you do, so if you’re a troll, people will have trouble trusting your business and they’ll leave non-anonymous comments about this through annotation services. Perhaps there are other concerns – let’s talk about them, leave a comment!
In the end, I think these annotation services will do many times more good than bad (if they’ll do any bad at all, besides create a little more clutter to sift through).
So in short, here’s how I think annotation services, like Google SideWiki, will make the world a better place:
– Increased transparency; you can no longer say A and do B. The web will catch up with you.
– Democratization; we get to say what we want, about who we want and make others listen.
– Creating conversation; this will force any business to converse with and listen to its (potential) consumers.
– Collaboration; you can leave helpful hints for others on any website. For instance, if a website is unclear, you can point others in the right direction.
So, suck it up people. You no longer control the conversation – and you never have. If you’re worried about this, adapt your business model to something more ethical and aim to exceed expectations. Be confident! 🙂
Comments? Let’s have a discussion. You can also reach me on Twitter.
UPDATE
Within minutes of posting this, somebody called “SidewikiSux” already tweeted that there’s a lot of “BS” here in his or her honest opinion. Not sure why. Figured I would share this to show the amount of animosity towards Google’s annotation service. Opinions don’t convince me, arguments do… Let’s DISCUSS like mature people.
