Responding to Social Media : Sidewiki

Google has recently added a toolbar capability called Sidewiki, which allows anyone to add comments, information or respond to any site. Previous attempts to do this kind of thing have not worked well. Pharma and other enterprises are required by regulations to take any comments, no matter how wacky, seriously. A recent AdAge Digital article does a good job of laying out the concerns. It is unclear if such methods will be widely adopted.