Google just recently introduced their new Google Toolbar-based Sidewiki feature. This allows anyone with the Google Toolbar installed (which is a large percentage of internet users) to add his own side comments to ANY web site on the internet. And those comments are then visible to any other Sidewiki users who later visit that site.
Prior to Google Sidewiki, marketers at least had a little control over their own web site, even if they had effectively lost control over references to them on social networking sites, blogs, etc. Now, however, even your home page is an accessible target for web surfers, whether or not their comments are accurate or even relevant. And you have little or not control over what is written, other than adding your own comments to the mix.
Moreover, as of right now, those comments are not visible outside of Sidewiki - they don't show up in any search engine searches - so unless you have Sidewiki yourself, you'll never know what people are writing about you on your own web site. Therefore, like it or not, as of today, marketers should have at least one machine on which they have installed Sidewiki, and should regularly visit their own site to see if any side notes are added by others.
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