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February 23rd, 2015
@danielerighi
Wikipedia & Business
#SMWmilan
Daniele Righi
Consultant @Lundquist, runner, curious like a child
- #socialmedia #csr and #tech enthusiast - atypical
geek: always start with #StarWars episode 1,
period
& Wikipedia Business
Wikipedia “vs.” Business
Non-profit Profit
Every day lots of volunteers (passionate or pundits – professional or not – of a particular topic) contribute to the improvement of Wikipedia
Businesses rely on paid professionals
Wikipedia is aimed at spreading knowledge
Businesses are aimed at achieving higher ROI
Wikipedia as an object of desire
for businesses
Exposure Inaccuracies (that could drive
companies to intervene)
Why Wikipedia can be an object of desire for
businesses
1. 2.
Exposure: Alexa Top 500 Global Sites
8 TWITTER
13 LINKEDIN
Exposure: Alexa Top Sites in Italy
10 REPUBBLICA.IT
11 CORRIERE.IT
14 TWITTER
16 LINKEDIN
Exposure: Wikipedia on Google
8 times out of 10
entries end up
in the 1° page
Source: Search Engine Watch
70% of the time
entries end up
in the first 3 positions
Exposure: the Google Knowledge Graph
Inaccuracies
According to a 2013 survey into perceptions of Wikipedia of 1000+ PR professionals:
• 59% of them said there were one or more factual
errors (such as board information or financial figures) on entries about their clients
• 28% said there were “potentially reputation-
harming error[s]”
Source: Public Relations Society of America
Dov’è il
problema???
Imprecision
L’enciclopedia libera e collaborativa
The free encyclopedia that anyone can edit
What is Wikipedia
What makes companies different from other editors?
Companies have too much at stake to be allowed to edit their “own”
content.
“A Wikipedia conflict of interest (COI) is an incompatibility between the aim of
Wikipedia, which is to produce a neutral, reliably sourced encyclopedia, and the
aims of an individual editor. COI editing involves contributing to Wikipedia to promote
your own interests, including your business or financial interests, or those of your
external relationships, such as with family, friends or employers. […]
COI editing is strongly discouraged […], and if it causes disruption to the
encyclopedia, accounts may be blocked”.
Source: http://en.wikipedia.org/wiki/Wikipedia:Conflict_of_interest
219.530.703 9. 4.
How many editors are working to improve Wikipedia? (English Wikipedia as of January 2015)
953.367 Contributors*
32.562 Active editors** (3%)
ACTIVE Registered (and signed in) users who made 5 or more edits in a month http://stats.wikimedia.org/EN/ReportCardTopWikis.htm
+ 7%
+ 5%
+ 9%
4.801.887 Entries
Pageviews/month
Source: Wikipedia
* Contributors:
”Wikipedians who edited
at least 10 times since
they arrived”
** Active editors:
“Wikipedians who
contributed 5 times or
more in this month”
4.
How many editors are working to improve Wikipedia? (Italian Wikipedia as of January 2015)
ACTIVE Registered (and signed in) users who made 5 or more edits in a month http://stats.wikimedia.org/EN/ReportCardTopWikis.htm
+ 7%
+ 5%
+ 9%
Source: Wikipedia
466.570 649.
Pageviews/mese
58.136 Contributors*
2.835 Active editors (5%)
1.180.074 Entries
* Contributors:
“Wikipedians who edited
at least 10 times since
they arrived”
** Active editors:
“Wikipedians who
contributed 5 times or
more in this month”
If you really want to contribute to Wikipedia…
Do not consider Wikipedia as a subsection of the corporate website
It is important to abide by the rules and learn how to interact with the community. Every entry on Wikipedia has to be
written from a neutral point of view, so forget any form of “promotion”.
Disclose your conflict of interest
Be clear about who you are and what you are aiming to do.
Bring value to the encyclopaedia
Do propose valuable, updated and sourced content.
Do not edit entries directly
Try to engage with Wikipedia editors in the “talk” pages so as to let them have their say about your proposals. Wikipedia is
built upon the work of a community of editors who interact with each other as peers and strive for the perfect article.
There are no undisputable experts on Wikipedia nor entry owners nor managing editors, there are only conversations.
Daniele Righi
www.lundquist.it
@danielerighi
