Ethical Wiki: An overview of Wikipedia for marketing & public relations
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Transcript of Ethical Wiki: An overview of Wikipedia for marketing & public relations
Educated readers use Wikipedia
* Based on percent of internet users from the Pew Internet and American Life Project
Wikipedia Social networking Twitter
Degree-holderPost-graduate
Organizations embarrassedin the media
• PR agencies• The Vatican• The Mormon Church• Amnesty International• The FBI• The Church of Scientology• Exxon• Microsoft• Apple• Coca-Cola• Disney• Wal-Mart• The Guardian
• Nestle• Pepsi• Diebold• The CIA• Anheuser-Busch• ChevronTexaco• Dell Computers• MySpace• EA Games• Fox News• Sony• British Petroleum
The FTC requires that wedisclose our financial connection
Editors have notPrioritized our page
* Based on Wikipedia’sown quality assessments
• Bias and misinformation run unchecked
• Quality of Wikipedia pages remain low
Hands-off
• Requires patience and expertise
• Offers a safe and welcomed approach for improvements
Talk page strategies • Risk of vengeful
editing from angry Wikipedians
• Risk of media exposure
Anonymous/Direct editing
Finding middle-groundin company policy
Five approaches to Wikipedia
1. Hands-off
2. Monitoring & response
3. Public relations
4. Content marketing
5. Direct editing
A word about
Advocacy
ETHICAL WIKI
www.ethicalwiki.com