If you totally avoided the Internet last week or were sleeping under a rug, you are one of the few who missed Google’s release of Sidewiki. I know, Google releases new features and products on a regular basis, so you don’t really care. But, let me tell you why you should.

Google Side-what?

Google Sidewiki is an application that adds a social forum to every website, including yours. Basically, any consumer who downloads Google Toolbar (which contains Sidewiki) will have the opportunity to post and view comments about your products, service, company, or any other relevant tidbit on the app which is directly associated with and viewable on your site by anyone else who has Sidewiki installed. Scary right?

Can you block it?

Currently there is one way to avoid having the Sidewiki on your site. You can block it by having a secure certificate (SSL) on your site. These certificates usually are around $150-$200 for your first year with an annual renewal fee. However, it will only be a temporary fix. Google is already working to get around it and will probably have a solution very quickly. Which means your investment in an SSL certificate won’t be worth the effort.

Give up control and get involved by taking these steps.

Whether you like it or not, you are now engaged in social media. (I would argue that you already were, but that’s beside the point.) Follow these three steps and it will make your life and your company’s image better.

1. Listen – Now is the time to set up your arsenal of alerts. If you don’t want to pay for a comprehensive social media monitoring service there are free individual tools available. Set up a home base, such as Google Reader or Netvibes and set up RSS for Google Alerts, Tweet beep, Twitter Search, Social Mention, Backtype, and Boardreader.
2. Respond – Develop a social media strategy that identifies your goals (awareness, customer acquisition, loyalty, etc), relationship with the audience, how you will be human, how you will measure your efforts, etc. This will help your team to know when and how to engage with prospects, and happy or disgruntled customers.
3. Crisis Plan – How would you respond if someone writes incorrect facts on your Sidewiki? Do you know? What if they direct people back to a video like this one? YOU NEED A SOCIAL MEDIA CRISIS PLAN! Even if it sits on your shelf, at least you’re prepared and can sleep at night.

If Google Sidewiki takes off like many expect it will, there is nothing you can do, except be prepared. The three steps mentioned should help you do that.