Companies & Wikipedia: Friend or foe - Daniele Righi - Webranking 2015
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EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS @danielerighi DANIELE RIGHI Head of social media, Lundquist “The results from Lundquist’s in-depth analysis on Wikipedia entries dedicated to the 100 largest European companies and how companies can help the encyclopedia serve its users” WIKIPEDIA AND COMPANIES: FRIEND OR FOE
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Transcript of Companies & Wikipedia: Friend or foe - Daniele Righi - Webranking 2015
EUROPEAN SEMINAR
ON DIGITAL CORPORATE COMMUNICATIONS
@danielerighi
DANIELE RIGHIHead of social media, Lundquist
“The results from Lundquist’s in-depth analysis on Wikipedia entries
dedicated to the 100 largest European companies and how companies can
help the encyclopedia serve its users”
WIKIPEDIA AND COMPANIES:FRIEND OR FOE
What we are going to talk about
WHY HOW
… companies should care
&Wikipedia Business
Wikipedia & Business – face-off
Wikipedia belongs to the non-profit world
Business is for profit by definition
Wikipedia relies on volunteers whoevery day contribute to its quality
Businesses count on paidprofessionals
Wikipedia’s main aim is to “bring free educational content to the world”
Businesses’s main aim is to pursue the ROI
Wikipedia’s visibility9 TWITTER
14 LINKEDIN
Wikipedia’s visibility (Italy)
10 REPUBBLICA
11 CORRIERE
14 TWITTER
15 LINKEDIN
Wikipedia as a source
60% of the time
Wikipedia resultsrank in the first page
Pageviews
Feb. 20084+ billion
Apr. 2015
9+ billion
Why do (most) companies care about Wikipedia?
Because it is highly visible and seems easy to deal with
The “easy part” for Wikipedia - Notability
Significant coverage in secondary sources
Independence of sources
No inherent notability
13% (2014)
31%
Missing or outdated
63%
17%
2 or more
< 20
55% Information on criticism
Financial figures
The “easy part” for companies - InformationPictures
References Double check
(2015)
Challenge for Wikipedia Very active editors: 3,374Active editors: 30,482
The editing community is the lifeblood of
the Wikimedia projects, and its continued […] growth iscritical to the movement’s future
Challenge for companies
COI
ALERT
NPOVConflict of interest
Neutral Point Of View
HOW
WHYBecause they understand
they have a
common interest
HOW
How can companies befriend Wikipedia?
14TH WEBRANKING AWARDS
#webranking
EUROPEAN SEMINAR
ON DIGITAL CORPORATE COMMUNICATIONS
in collaboration with
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