In this month's Peachtree Insider newsletter, we asked readers about their business' involvement in social media. 30% said they are either in the experimental phase or they have considered it, but haven't yet gotten started. Another 28% selected the "What is social media?" option.

Several other recent studies have revealed similar findings: small businesses are not exactly diving into the social media pool. I suspect this is largely for lack of time, but also many just don't yet see the value. Well, I want to introduce you to Google Sidewiki; the bully who may end up shoving you into the pool.

Launched in late September, Google Sidewiki allows anyone with the Google Toolbar with Sidewiki installed to add comments and links alongside any page of any site. The idea is to have other users enhance the value of web pages by contributing additional content or perspectives. But that's not what you first thought of, is it? Well, don't be scared. Like an obnoxious new neighbor, it's best to just introduce yourself, learn a little bit about them, then borrow their tools and stuff.

The part about Sidewiki that makes most people's eyes go wide is that you cannot edit or delete entries for your web pages. The small consolation is that you can at least craft an introductory entry that remains at the top of the list for all to see. Use the steps below to claim ownership of your site and create a "page owner" entry.

1. Create a Google account if you don't already have one.
2. Verify that you are the owner of your site using Google Webmaster Tools.
3. Install the Google toolbar with Sidewiki.
4. After you restart your browser, go to your web site. Click the Sidewiki button in your Google toolbar. If you've properly verified your site and are logged into your Google account, you'll see a green shaded area at the top of the Sidewiki panel that invites you to create a special entry as the owner. Add a title, create your entry, and click Publish. That's it.

So, what should you write as a proud site owner and someone who hopes to positively influence the uncontrollable and opinionated masses? Well, use this space to set the tone of the conversation. Invite productive feedback. And direct people where to go for customer service or other issues not appropriate for a Sidewiki entry (and which you'd rather not have published for all to see).

I sense I haven't done much to allay your original concerns. Yes, visitors are now able to comment on any page of your site; even the pages on which you may have deliberately chosen not to allow comments. And yes, the potential for misinformation and spam is quite real. Google has taken some steps to minimize abuse and elevate useful content. Comments cannot be posted anonymously, and users are able to report abuse and rate the usefulness of Sidewiki posts. And Google says it is using an algorithm to automatically measure quality of posts and reorder them accordingly.

The point here is that, rather than expend time or energy fretting about what could go wrong, you should embrace this new tool. Take it a step further. If you've put off creating a blog, now's the time. If visitors to your site leave comments in Sidewiki, it's a good indication they want to open a dialog with you. Make note of what they're saying, respond to them, then develop the topic further on your blog or elsewhere.

What if no one adds anything to your site? Well, you can't go to a party, stand silently in the middle of the room, and expect people to start chatting with you. Start the conversation by asking questions, providing useful content (without asking for a sale), or even saying something controversial. Most of the social rules that apply at a party also apply here.

The debate goes on about Google's expanding control over the tools of conversation on the web. No doubt Sidewiki will evolve and new tools will emerge, but a conversation you need to be part of is happening somewhere right now. Go find it and join in.