Google Sidewiki has already reared its head in a major global social media review that is currently under way.
According to a brief obtained by PRWeek, global healthcare firm Abbott has called a pitch for social media monitoring tools and services.
One of the first things it asks for in the document is for the agency to demonstrate an understanding of what new social media channels and rules mean. Google Sidewiki is the only such platform mentioned by name in the brief.
It is thought that Abbott has sent an RFP out to a selection of PR networks and online monitoring firms. A source involved in the process called the brief 'one of the vaguest I have seen in my life'.
The company states it 'wishes to provide a way to conduct social media monitoring across the corporation, to listen, monitor and respond (where appropriate) to comments in social media'.
'Company-sponsored promotions, compliance issues and risk and reputation management are of particular focus,' continues the RFP.
For healthcare companies, social media monitoring can be a complicated process. In the UK, healthcare firms are legally obliged to report adverse reactions to a medicine.