This evening it's been reported that Google is trialling a new function. The ability for anyone to publicly comment on search results. The inside scoop is here at ZDNet.
So what does this mean for the consumer?
It puts Google results into the hands of the swarm, not just the web expert and the algorhythm
In other words, what you say goes. Not what the web crowd say, the brand or the software (or thereabouts).
What could it mean for the brand looking to manage its profile online?
Transparency and consumer interest are key. You've got fans? They'll be super visible now, and all over you online. The PR person's job is to help bring this to the surface.
For brands with a thing or two to hide, well, there will be far fewer places to hide now!
More to come as this rolls out further across Google.
[pic courtesy of ZDnet]