Today's Guardian has a good piece from Mark Borkowski about how Google SideWiki is a potential game changer for brands. He's right of course although I'm surprised its taken the Guardian this long to write about it (in the context of PR). Neville Hobson's piece on the subject, which was written a couple of weeks ago, is better; much more comprehensive and also flags up the rather essential issue of adoption. SideWiki has the potential to be incredibly disruptive - user comments in your own brand space, the marketers should be taking note. But as always, it will stand or fall on whether it becomes adopted by mainstream users.
SideWiki entries for bbc.co.uk