Google Webmaster Tools Web Design

One of the great things about Web 2.0 is the empowerment of average users. With Twitter and Facebook pages, individuals can now respond back to companies and organizations with a few strokes of the keyboard. Google's recently entered the fray with an intriguing project called Sidewiki. Once again, companies and nonprofits interested in managing their online brands need to be aware of the new medium and how to track it.

What is Sidewiki?
Google started its sidewiki project in September 2009. It's a sidebar that can attach to any page on the internet via the Google Toolbar. Users gain the ability to comment on any page on the internet. Google uses a ranking system based on votes and various algorithms to determine the order of the comments.

When a user of the Google Toolbar visits a page with Sidewiki notes they see a small blue button of the left side of the page with two white chevrons (see screenshot on the right). Clicking on this opens the Sidewiki sidebar. Here they will see comments left by previous visitors. They are be able to add their own comments.

Visionaries have long dreamed of a web with this kind of two-way communication but similar sidebar commenting systems have failed to gain enough momentum to become viable. If this were just another venture-capital-fueled attempt, it would be something marketers could ignore unless and until it became widely used. But with Google behind Sidewiki, it's a service we need to take seriously from the start.

Users Talking Back
When we put together websites, we get to control the message of our little corner of the internet--we have the final say on the material we present. If Sidewiki becomes popular, this will no longer be true. Fans, disgruntled employees and competitors can all start marking up our sites--yikes! But those brands that have embraced the Web 2.0 model will love another place where they can interact with their audience. Today's marketing goal is mindshare--how much of a user's attention span can you win over. The more you get visitors to think about your brand or your message, the more likely that they will buy or recommend your product or service. You need to be active on whatever online channel your audience is using.

Watching the Conversations
What's a good brand manager to do? The first thing is to make sure you have the latest version of Google Toolbar installed on your working browser (get it here) and that you have the Sidewiki service enabled (I've started a Sidewiki for this entry so if it's working you'll see the blue button in your browser).

Brand Management
Google allows website owners the first comment. If you are registered as the owner of a site via Google Webmaster Tools, then you get first say: when you post to the Sidewiki of a page you control, Google gives you the top spot. This is very good. Should you do it?

Probably not. At least not yet. I don't see people using Sidewiki yet. Most websites still don't have any comments. Even Google's projects often fail to gain traction and there's no guarantee that Sidewiki will take off. If your page doesn't have any comments, I wouldn't recommend that you make the first. If there are no Sidewiki entries, the blue button won't be there and visitors probably won't even think to comment.

If you notice that a visitor has started a Sidewiki for your site by leaving a comment, then it's time to log into your Google Webmasters account and leave an official welcome message. Even though you're second to the conversation, you will get first position thanks to your ownership of the website.

The introductory note should briefly welcome visitors. It will appear alongside your website so there's no need to repeat your mission statement, but it is a place where you can give helpful navigation tips and stress any actionable items that the casual visitor might miss. You might consider inviting visitors to sign up for your site's email list, for example.

The Future
Users can tie their Sidewiki comments into Twitter and Facebook accounts. They can leave video comments. If the service takes off there will surely be a mini-industry built around comment optimization. Spammers will get hard at work to game the system. But none is really happening now. Despite a bit of fear-mongering on marketing blogs, Google Sidewiki is a long ways away from being something to lose sleep over. 

More Information:

• Google Sidewiki page
• Sidewiki Bookmarklet (useful for browsers without Google Toolbar support)
  
• Google Toolbar Wikipedia entry
• Techcrunch on the Sidewiki debut
• Google Webmaster Tools

A video post about using free Google tools to understand your website and customers. Focuses on Google Webmaster Tools, Google Analytics and Google Website Optimizer.

Web 2.0 tools have changed the boundary lines between techies and program staff in many nonprofits over the past few years. At least, they should have, though I know of various organizations that haven't made the conceptual leap to the new roles.

OLD SCHOOL: Webmaster

Let me explain by talking about my own changing work role. Even a few years ago, I was a paid staff webmaster. You could divide my work into two large categories. The first was techie: I managed server accounts, set up required databases, designed sites. I got into the HTML code, the PHP, the Javascript, CSS, etc.

The other was content: when program-oriented staff had new material they wanted on the website they would email it to me or walk it over. I would put in my work queue, where it might sit for weeks if it wasn't an organizational priority. When it came time to add the material I would boot up Dreamweaver, a relatively expensive program that was only accessible from my laptop and I would put the material onto the website. Needless to say, with a process like this some parts of the website never got very much attention.

At some point I start sneaking in a content management system for frequently-changed pages. This seemed very hackish and not good at first but over time I realized it greatly speeded up my turn-around time for basic text content. But the organizations I worked for still relied on the old model, where staff give the webmaster content to put up.

NEW SCHOOL: Web Developer

Nowadays I'm a web developer, a freelancer with an ever changing list of clients. I typically spend about a month putting together a site based on a content management (like this) or automatic feed system (like I did for Philadelphia's William Penn Charter School). I do a certain amount of training and while I might add a little content for testing purposes, I step back at the end of the process to let the client put the material up themselves. I'm available for questions but I'm surprised about how rarely I'm called.

Here's two examples. Steadyfootsteps is a blog by an American physical therapist in Vietnam. When we started, she didn't even have a digital camera! I gave her advice on cameras, started her on a Flickr account, set up a fairly generic Movable Type blog with some custom design elements and answered all the questions she had along the way. She went to town. She's put tons of pictures and embedded Youtube videos right in posts. Here's a non-techie who has contributed a lot to the web's content!

Penn Charter is a school that was already on Flickr and Youtube but wanted to display the content on their website in an attractive way. I pulled together all the magic of feeds and javascripts to have a media page that showcases the newest material.

They're very different sites, but in neither instance does the client contact me to add content. They rely on easy-to-use Web 2.0 services: no specialized HTML knowledge required.

NEW TOOLS, OLD MODEL

I got an email not so long ago from an old boss who manages a monthly magazine. Her site has been radically rebuilt over the years. Dreamweaver is out and content management is in. They use Drupal, which my friend Thomas T. of the Philadelphia Cultural Alliance tells me won the recent popularity contest among nonprofit techies. This is great, a definite step forward, but what confused me is that my old boss was asking me whether I would be interested in returning to my old job (the successor who oversaw the Drupal upgrade is leaving).

They still have a webmaster? They still want to funnel website material through a single person? Every staffperson there is adept at computers. If a physical therapist can figure out Flickr and Movable Type and Youtube, why can't professional print designers and editors?

My hourly rate ranges from two to five times what she'd be likely to pay, so I turned her down. But I did ask why she wanted a webmaster. Now that they're on Drupal it seems to me that they'd be better off switching from the webmaster to the web developer staffing model: hire me as a freelance consultant to do troubleshooting, staff training and the occassional special project but have the regular fulltime staff do the bulk of the content management. I'd think you'd end up with a site that's more lively and updated and that the cost would about the same, despite my higher hourly rates.

I've heard enough stories of places where secretaries have come out of the shadows to embrace content management and have helped transform websites. I'm the son of a former secretary so I know that they're often the smartest employees at any firm (if you walk into an office looking for the expert on advanced Excel features you'll surely find them sitting right there behind the receptionist desk).


FINALLY: WHAT'S UP WITH DRUPAL?

I'm trying to join the bandwagon and use Drupal for a upcoming site that will have about a dozen editors. But there's no built-in WYSIWYG editor, no little formatting icons. Sure, I myself could easily hand-code the HTML and make it look nice. But I don't want to do that. And it's unrealistic to think I'm going to teach a dozen overworked secretaries how to write in HTML. The interface needs to work more or less like Microsoft Word (as it does in Movable Type, CushyCMS, Google Docs, etc.)

Most Drupal sites I see seems from the outside like they're still old school: staff webmaster through whom most content funnels. Is this right? Because if so, this is really just an institutionalization of the content hack I did six years ago. Can anyone point me to lively, active Drupal sites whose content is being directly added by non-techie office staff? If so, how is it set up?