Wednesday’s unveiling of Google Sidewiki did something pretty eye-opening. It forced every company in the world with a website to get hip to social media and do it now.

Essentially, anyone who downloads a browser toolbar for Firefox or Internet Explorer, with one for Google’s Chrome soon to come, can add comments and notes to a sidebar expansion of any website. Even yours. Without your permission or even knowledge.

And remember what Google does best … serves up relevant advertising in search results. I would expect your competitors will have the opportunity to place their ads on your Sidewiki soon, too. (Of course, you would be able to place yours on theirs, too.)