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An Introduction to Wikipedia for MarketersDavid KingOwner and Wikipedian, Ethical Wiki
Your Presenter
• ~38,000 edits over 7 years
• >30% of Wikipedia’s bestcompany articles
• Consultant for brands, people,non-profits and more
Agenda
• Why Wikipedia
• Why not Wikipedia
• Our approach
Why Wikipedia
• Top 10 in 96% of searches
• Top result in 56% of searches
• More educated readers than Twitter and LinkedIn combined
• Have you used Wikipedia?
Why Wikipedia
*Based on more than 2,500 articles
High; 2%
Mid; 13%
Low; 85%
Quality
Top; 2%
High; 8%Mid; 23%
Low; 67%
Importance
Why Not
*Based on more than 2,500 articles
Bias; 15%
Other; 14%
Quality; 16%
Outdated; 4%
Citations; 51%
Problems
Why Not
Good f
aith
Conflic
t of In
teres
t
Useful
edits
*Based on more than 100 assessments provided by Ethical Wiki
Why Not• 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
Ethics
Legal
Wikipedia policy
Principles
Our Approach
• Bias and misinformation run unchecked
• Quality of Wikipedia pages remain low
Hands-off
• Requires patience and expertise
• Offers a safer approach for improvements
Talk page strategies • Risk of vengeful
editing from angry Wikipedians
• Risk of media exposure
Anonymous Direct editing
Content
• Sources
• Notability
• Neutrality
• Misc
• Common pitfalls
• Images
The end
Questions?