There has been a lot of talk about Google's new Sidewiki...a tool which allows anyone to comment about a web page, virtually ON the web page itself in a sidebar. These comments and postings are only available to people who have the sidebar installed but, no-doubt, Google's hope is that more web surfers will use this as part of their pursuit of socializing and democratizing the internet. That sounds well and good, but just isn't the case. Excuse me if I don't indulge in a list of HR messaging pros and cons to Sidewiki. Frankly the issues at stake are much larger than 'What do I do if someone posts something negative in Sidewiki next to my web site?' and 'How to I utilize this as a social media tool?' Even allowing for the most socially enlightened usage of this technology, the simple fact is that allowing random people to place commentary on a web site they do not own is illegal. This is why hackers who hijack web pages and change them are charged with criminal activity. 

Maybe I'm being too subtle, perhaps a touch understated. This is Google-enabled property damage. Your web site is the wall and Google is passing out spray-cans. This almost makes  Microsoft's 'Smart Tags' look good. For those who don't recall this little bit of technical brilliance, Smart Tags was a new feature around 2001 in Microsoft XP which allowed Microsoft to highlight content on web pages with links to Microsoft and its partners. In other words, Microsoft's web browser would be able to place links on your web page content without your knowledge or consent. There's nothing quite like that warm glow you get knowing that some third party can leverage (translation: monetize) your content as an advertising channel -- or considering the prospect that any fool with a Google application can comment, slander and advertise almost right on your web site (think blog comment spam or signature spam).

Consider just these three of the many ways this tool can be abused:

• Competitors or disgruntled former employees can visit every page of your web site and post lies about your employment experience, hiring practices, etc.
• Job seekers and candidates could mistake Sidewiki for a company endorsed and managed tool, posting pri­vate information or details you are unable to effectively correct or remove.
• Have a target hiring audience? So do your competitors and a wide variety of advertisers, Congratulations! Your site has just become their new marketing channel! I'm sure you can't wait for some technical training service to start spamming your I.T.-related career pages with messages about how they can help them gain valuable skills for the job market. (Come on...I can't be the only person who thinks this way.)

Back in 2004 Google made it very clear they intended to be different, that the company was guided by different stars and their core philosophy could be summed up as "Don't Be Evil." 

In a Letter from the Founders titled "An Owner's Manual for Google's Shareholders" you can find their approach stated as follows:

DON'T BE EVIL

Don't be evil. We believe strongly that in the long term, we will be better served-as shareholders and in all other ways-by a company that does good things for the world even if we forgo some short term gains. This is an important aspect of our culture and is broadly shared within the company.

Sidewiki doesn't live up to the promise to do good things for the world. It opens up another channel ripe for abuse not only by those seeking to make malicious remarks but also for those who will use this space to promote completely irrelevant commercial messages and spam. It all depends on how much market penetration and use Google is able to generate -- the more users, the higher the potential for abuse. While I am all for pro-active brand monitoring online, having to consistently police your own web presence so you can alert Google that you want something removed (which they may or may not act on) is just another daily task most IT and HR departments simply do not need on their plate. 

Google has a little legal wiggle-room to play with when it comes to Sidewiki. Technically the posts aren't actually ON your site but rather posted in an application that 'rides shotgun' right next to your carefully crafted brand and message. No doubt Google is counting on this to provide them the legal room they need to sidestep any claims that Sidewiki promotes or enables illegal activity. And let's face it, Google has the position of power here. As Chevy Chase might say: "I'm Google and you're not."

So what can you do in the meantime? There are some tools which can block Google Sidewiki, but rumors already abound that doing so may damage your search engine rankings. My advice: take control of your Google sidewiki content. As the owner of the web page you have the opportunity to have your content appear at the top of all posts. This is a great location to take control of the conversation by recognizing your audience, pointing out important site content or functionality (and even link directly to it!), you can even introduce Search Engine Optimized keywords since Sidewiki is indexed by Google. Check back soon (or subscribe by RSS) at kevinbhawkins.com to find out how easy it is to set this up...heck, I might even post a video showing you step-by-step!

Remember, there are appropriate locations online for people to engage in dialogue and express their opinions about your organization. Your branded social media sites or profiles are appropriate places for such communications, like the Wall application on a Facebook page. To reap the benefits of social media realities you should get involved with discussions in these environments, especially those which are critical or negative, and use them as opportunities to promote your value, share success stories, clarify mis-conceptions, address grievances and provide solutions. This proactive attitude allows for you to build a reputation as a transparent and responsive organization. It also doesn't involve random people spray painting on your web site.

Don't Be Evil? Don't Be Ridiculous.