{"id":30492,"date":"2009-11-11T15:26:48","date_gmt":"2009-11-11T14:26:48","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=30492"},"modified":"2009-11-06T15:27:27","modified_gmt":"2009-11-06T14:27:27","slug":"corporate-comms-social-media","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/corporate-comms-social-media\/","title":{"rendered":"Corporate Communications and Social Media:  Genie Will Not Return to Bottle"},"content":{"rendered":"<p><br class=\"spacer_\" \/><\/p>\n<div class=\"pqRight\"><img decoding=\"async\" class=\"alignnone size-medium wp-image-30493 lazyload\" title=\"Aladdin\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/11\/Aladdin-213x300.jpg\" alt=\"Aladdin\" width=\"213\" height=\"300\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/11\/Aladdin-213x300.jpg 213w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/11\/Aladdin-142x200.jpg 142w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/11\/Aladdin.jpg 534w\" data-sizes=\"(max-width: 213px) 100vw, 213px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 213px; --smush-placeholder-aspect-ratio: 213\/300;\" \/><\/div>\n<p>Google\u2019s new Sidewiki application lets web visitors share their opinions right next to any online content.\u00a0 Visitors who turn on Sidewiki (which has to be downloaded from Google) can see what other Sidewiki users have said about the site they are viewing.<\/p>\n<p>There\u2019s a lot more to it, but the first main point is\u2014it\u2019s caused quite a stir in some quarters.\u00a0 The estimable Jeremiah Owyang titled his post <a href=\"http:\/\/www.web-strategist.com\/blog\/2009\/09\/24\/googles-sidewiki-shifts-power-to-consumers-away-from-corporate-web-teams\/\">Google\u2019s SideWiki Shifts Power To Consumers \u2013Away From Corporate Websites<\/a>, and outlines a scenario about what\u2019s to come (and what social media strategists should be doing about it).<\/p>\n<p>Media strategist John Zappe follows up with <a title=\"Google Gives HR Something New To Worry About\" href=\"http:\/\/www.ere.net\/2009\/10\/26\/google-gives-hr-something-new-to-worry-about\/\">Google Gives HR Something New To Worry About<\/a>.\u00a0 Salient quote:\u00a0 \u201cJust imagine the mischief a disgruntled job seeker or employee can wreak by posting their story directly to your site. Side by side with your video of happy employees talking about the fun and interesting work they do is a post \u2014 or multiple posts \u2014 from current and former workers denouncing your message as bogus.\u201d<\/p>\n<p>The concept of community commenting is not actually new\u2014there have been boutique apps that provide the same functionality.\u00a0 It\u2019s just that Google has such a huge reach.\u00a0 And Sidewiki integrates with the popular Google toolbar.\u00a0 So the potential impact really is worth considering . . .<\/p>\n<p>If you\u2019re wonk-ish, the Doc Searles Weblog offers a good start at outlining the debate with <a href=\"http:\/\/blogs.law.harvard.edu\/doc\/2009\/09\/30\/whose-sidewiki-are-you-on\/\">Whose Side(wiki) Are You On?<\/a><strong> <\/strong><\/p>\n<p>It\u2019s interesting that the Sidewiki launch came along just days after a post in which HR thought leader John Sullivan declared:\u00a0 <a href=\"http:\/\/www.ere.net\/2009\/10\/19\/revelation-%E2%80%93-your-employer-brand-is-no-longer-owned-by-your-firm\/\">Your Employer Brand Is No Longer Owned by Your Firm<\/a>.\u00a0 His picture is a lot bigger than just the potential impact of Sidewiki\u2014and the title conveys the one fact everyone needs to be aware of.<\/p>\n<p>In two words:\u00a0 Done deal.<\/p>\n<p>Did companies ever have the control over messaging they imagined they did?\u00a0 Probably not.\u00a0 But that doesn\u2019t matter now.\u00a0 What matters is that Genie has left the bottle, and won\u2019t be going back in.<\/p>\n<p><br class=\"spacer_\" \/><\/p>\n<p>(The luscious illustration comes from <em>Aladdin und die Wunderlampe<\/em>, a German children\u2019s book by Ludwig Fulda, with illustrations by Max Liebert.\u00a0 Thanks to Project Gutenberg for making it available.)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google\u2019s new Sidewiki application lets web visitors share their opinions right next to any online content.\u00a0 Visitors who turn on Sidewiki (which has to be downloaded from Google) can see what other Sidewiki users have said about the site they are viewing. There\u2019s a lot more to it, but the first main point is\u2014it\u2019s caused [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":30493,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9,25],"tags":[41,5980],"class_list":{"0":"post-30492","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-best-practices","8":"category-careers","9":"tag-corporate-website","10":"tag-sidewiki","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Corporate Communications and Social Media: Genie Will Not Return to Bottle - Corporate Eye<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/corporate-comms-social-media\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Corporate Communications and Social Media: Genie Will Not Return to Bottle - Corporate Eye\" \/>\n<meta property=\"og:description\" content=\"Google\u2019s new Sidewiki application lets web visitors share their opinions right next to any online content.\u00a0 Visitors who turn on Sidewiki (which has to be downloaded from Google) can see what other Sidewiki users have said about the site they are viewing. There\u2019s a lot more to it, but the first main point is\u2014it\u2019s caused [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.corporate-eye.com\/main\/corporate-comms-social-media\/\" \/>\n<meta property=\"og:site_name\" content=\"Corporate Eye\" \/>\n<meta property=\"article:published_time\" content=\"2009-11-11T14:26:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/11\/Aladdin.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"534\" \/>\n\t<meta property=\"og:image:height\" content=\"749\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Cynthia Giles\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:site\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cynthia Giles\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/corporate-comms-social-media\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/corporate-comms-social-media\/\"},\"author\":{\"name\":\"Cynthia Giles\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/58241bb9b531d4ce4e6bea1e86f915a1\"},\"headline\":\"Corporate Communications and Social Media: Genie Will Not Return to Bottle\",\"datePublished\":\"2009-11-11T14:26:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/corporate-comms-social-media\/\"},\"wordCount\":381,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/corporate-comms-social-media\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/11\/Aladdin.jpg\",\"keywords\":[\"corporate website\",\"Sidewiki\"],\"articleSection\":[\"Best Practices\",\"Careers\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.corporate-eye.com\/main\/corporate-comms-social-media\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/corporate-comms-social-media\/\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/corporate-comms-social-media\/\",\"name\":\"Corporate Communications and Social Media: Genie Will Not Return to Bottle - 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