Executive Summary (This is a document excerpt)

Google announced Sidewiki, a product that allows users of Google's Toolbar to share their comments on any Web site. Just as we predicted, this endows all Web sites with social features and commentary. Mass adoption will take years, and Google needs to improve Sidewiki's features, but we expect the product to catch on. Result: You'll have to deal with another, highly visible, set of comments about your brand. Your best defense: Build easy social features into your site, like consumer ratings and comment pages.

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