Web Marketing Therapy

Ask the Marketing Therapist – Wiki What??

October 21st, 2009
by Lorrie Thomas

I have had a lot of questions lately about Wikipedia…since you asked, I am sharing! A wiki “cheat sheet” is below to take some of that web overwhelm off

Frequently Asked Questions – Wikipedia

What is Wikipedia?
Wikipedia is an online open encyclopedia. http://www.wikipedia.org/ This means that anyone can add or change any entry, with a few minor exceptions.

Why would my organization want to be in Wikipedia?
Wikipedia is considered one of the most important sources for information on the internet. Having a Wikipedia entry significantly increases the chances that Google and other search engines will place your company high in search results, often on page one. Many people use Wikipedia as a source of information, and will be able to find your company there.

Can anyone post an article to Wikipedia?
Anyone can post or edit an article, with only a few exceptions. The hard part is ensuring that the article will be allowed to stay on Wikipedia. Some articles, especially company entries, are removed from Wikipedia via its deletion policy. Marketing professionals who try to add articles to Wikipedia or edit articles tend to write with more “flowery” marketing speak which is not what Wikipedia wants…they want the facts, JUST the facts. When articles seem to commercial or salesy, they often get deleted.

My company has a great website. Why do I need a Wikipedia listing?
Wikipedia is one of the most highly respected online sites, and has significant influence on how you’re ranked on search engines. Wikipedia is one of the most frequently used tools on the internet, and could be a new source of visibility and credibility by greatly increasing your internet visibility.

My organization has great writers on staff. Can they write the article?
Yes, they can, but there are hurdles they could face. A Wikipedia entry cannot look like a company’s promotional material. In addition, a company whose Wikipedia entry has been previously deleted will be targeted for deletion when the company’s new entry is posted. Avoiding this fate requires finesse. See the wikipedia guidelines for more information http://en.wikipedia.org/wiki/Wikipedia_policies

Can I control the article? What if someone adds things to it that I don’t like?
Anyone can add anything they want about your company. But the article can be monitored and updated. You need to watch your article and monitor it for quality and truthfulness or hire an expert to help you.

How will I know if my listing in Wikipedia has been effective?
Your Google hits will grow, and visitors to your website will increase. If you use a tool like Google Analytics, you will see how much traffic you get from Wikipedia to your main website. A Wikipedia entry is definitely an effective business tool and could be a valuable contributor to your overall sales strategy.

Why does my organization’s Wikipedia article seem so dull?
It may seem dull because it is just the facts! Every statement that might be challenged by a reader must be verifiable, and references must be cited. Solid references include published articles in newspapers, independent magazines, academic journals, and books – these references needs to be ONLINE to link to. Your own press releases do not qualify. Your organization’s website or annual report may be used as references, but not the only reference!

Can you add links in other Wikipedia articles that will link to our website?
Wikipedia’s policy on external links is that only websites with “significant and reliable” additional information on an article’s topic may be included. So, for example, someone might place a link to their company’s website in the article about your organization, but it will be swiftly deleted, appropriately, by another editor. Your article in Wikipedia is intended to be informational and neutral, contain no stealth or other advertising, and to be a valid contribution to an online encyclopedia.

Why doesn’t it highlight my company?
Wikipedia is an online encyclopedia, and as such its articles are not intended to “highlight” or “show off” their subjects. It’s not advertising. That is the job of your organization’s website or advertising campaigns. Promotional language is against the rules and will be deleted. Terms like “solutions” (unless referring to liquids), ”best,” “leadership,” “state of the art,” and “cutting-edge” are promotional, therefore not acceptable and won’t be used in your article.

Your company’s Wikipedia entry will describe your organization or company, its history, its mission, services, and/or products. All assertions must be provable and citations must be provided or readily available. The reader may or may not choose to link to your company’s website, which will be included in the article.

Keep the questions coming!!

-The Marketing Therapist