socialmedian: SideWiki changes everything

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SideWiki changes everything | Mark Borkowski

Source: The Guardian

Nov 09, 2009

Summary

Google's SideWiki tool is the ultimate expression of people power

Given the amount of fear other Google innovations have caused, it's surprising alarm bells have not been heard ringing throughout PR since SideWiki's launch in September. The internet is an evolutionary tool and for the world of PR, its daily use is as significant as the use of the wheel for stone age man. Except revolution has taken the place of evolution as the net brings about change at an astonishing rate.

Few people in PR, it seems, have considered the way that SideWiki will change the lives of beleaguered PR folk. In time, this tool will significantly change the way brands strategise, think and exist. SideWiki is going to challenge PR by providing the masses with the tool for the ultimate expression of people power, something uncontainable that will need constant monitoring.

As the name suggests, this is a tool that allows anyone who wants to (and who has the right browser – Firefox or IE) to comment on anything on the web and have that comment displayed in a pop-out window alongside for all

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