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For B2C Marketing Professionals

Sidewiki: Dealing With Google's Land Grab

Your Best Defense Is To Build Your Own Social Site Features

September 30, 2009

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  • By Josh Bernoff
  • with Sean Corcoran,
  • Christine Spivey Overby

Why Read This Brief

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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