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On September 23, Google announced Sidewiki, a feature on the sidebar of Firefox and Internet Explorer browsers that will allow you to contribute content to any page of the Web. Which means that companies can now stop having meetings about whether to open the comments to their blogs or not – and whether to legislate them. With Sidewiki, visitors will be able to share what they think with each other anyway – and right on your Web page.

Still think you can sit this one out?

Perhaps you’re thinking that you are understaffed for this. If monitoring and listening is already on your radar, this will probably introduce a whole new challenge to both companies that sell monitoring tools and of your staff assigned to listening. Customers, partners, even competitors could potentially be part of your conversation – within the comforts of Sidewiki.

There’s been plenty of conversation over Siedewiki already. Jeremiah Owyang gives us a quick dive from the customer seat, and my networks both on Twitter and Friendfeed have been abuzz with the news – and possibilities. People are checking it out and talking about it. All of a sudden, anyone ...