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There could be a rude awakening for communications types over the coming weeks. Google’s new Sidewiki has the tag line “Contribute helpful information to any web page”. In short it allows any Google toolbar user to make comments about any page. These can then be displayed directly alongside that page by any Google toolbar user that chooses to view them. That’s any of your web pages…..

Wow.

Control of the contents of the browser window has now been handed over to public opinion (well not quite but..) Imagine the airline that charges for “online checkin” whose web site is adorned with reams of comments about “watching for the hidden charges” or the retailer with delivery problems whose site is encircled with horror stories. The damage could be enormous.

It’s only a beta and will certainly evolve – but if you are not fully engaging with your web-savvy target audiences, then now would be a great time to join the conversation.