Brands suffer on Wikipedia, study reveals

Eighty-five per cent of brands on Wikipedia have been found to be poorly represented, leading to calls for brand managers to better understand the site's content needs.

EthicalWiki study: Playtex's Wikipedia brand page scored low
EthicalWiki study: Playtex's Wikipedia brand page scored low

According to a study by EthicalWiki, a US consultancy specialising in Wikipedia engagement, companies have 'missed an opportunity for long-term value through ethical Wikipedia engagement'.

Fox Entertainment Group, LG Corporation, Playtex and Pepsi Bottling Group were among brand pages identified by the Wikipedia community as incomplete or low in quality.

The report, Brands on Wikipedia by the Numbers, has been produced by EthicalWiki owner and consultant David King, based on an analysis of 2,578 brand pages and the opinions of Wikipedia's volunteer community.

Although the report has established that the vast majority of brand pages on Wikipedia are poorly edited, King warned firms that if they improved their own pages, or asked agencies to edit entries, they would 'engage in a controversial practice in ethical grey areas that are ripe to put the firm through media humiliation'.

Instead, he suggested that when looking to supply information for entries, PR professionals should engage with Wikipedia's editors in the same way as dealing with journalists.

King said: 'The level of sophistication on Wikipedia has remained stagnant. Companies should offer content of value to the Wikipedia community in a transparent way, not by directly editing articles they have an affiliation with.'

The research also revealed that 51 per cent of Wikipedia's requests for improvements on brand pages were related to providing credible, third-party sources to draw content from, such as press, books and scholarly works.

It also found that bias, quality and timeliness were among the top concerns of Wikipedia's editorial community.

The report comes after the CIPR called on the industry to help in its fight to improve the ethical use of Wikipedia.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Former White House press secretary Dee Dee Myers to join Warner Bros

Former White House press secretary Dee Dee Myers to join Warner Bros

Warner Bros has appointed former White House press secretary Dee Dee Myers as EVP for worldwide corporate communications and public affairs, effective September 2.

Max Clifford trial jury loses second member as deliberations enter third day

Max Clifford trial jury loses second member as deliberations enter third day

The jury in the trial of celebrity publicist Max Clifford is down to 10 people after another juror was discharged this morning, on the third day of deliberations about its verdicts on 11 charges of indecent assault.

Edelman takes a ride on Branson's slow-motion space adventure

Edelman takes a ride on Branson's slow-motion space adventure

Virgin Galactic is probably on every PR agency's dream assignment list, but previous delays to Richard Branson's space venture suggest it may not be a complete blast.

We Are Social owner BlueFocus reports revenue growth of 65 per cent

We Are Social owner BlueFocus reports revenue growth of 65 per cent

Chinese marketing services group BlueFocus has reported a revenue increase of 64.8 per cent year on year to more than $578m (£343m) in 2013.

Three more agencies sign up to PR Internships For All campaign

Three more agencies sign up to PR Internships For All campaign

Brunswick, Cohn & Wolfe and MSL Group London have joined the PRWeek/PRCA initiative to boost diversity in the PR industry, which has also attracted support from Leeds Metropolitan University's Business School.