by Wikipedia matters. And despite Wikipedia’s own disrepute for being seen as less reliable due to user-generated content, Wikipedia’s power lies in its accessibility and vast breadth of information, drawing over 4 billion monthly visits as a starting point for research, quick fact-checking, and exploring a wide array of topics.
For most companies, having an “impactful and representative” Wikipedia presence isn’t just nice to have—it’s essential. Whether to build trust with investors or strengthen the image, getting it right on Wikipedia can make a significant difference.
Wikipedia and Reputation: Beyond Search Results
It’s not just about showing up in search results. Wikipedia has a way of “sneaking” into all kinds of places—news articles, academic papers, and internal reports. In turn, this propels Wikipedia’s influence beyond its search engine rankings, serving as a primary source of information for many and shaping public opinion while impacting brand reputation.
Imagine a big investment bank’s Wikipedia page being referenced in news coverage or cited in a financial analysis. Now imagine that the page has errors or negative details. Those small inaccuracies can quickly erode credibility and damage reputation.
Companies should also be mindful that any publicly available information that is not on a company’s website may find its way to Wikipedia, such as active or past litigation. In that case, litigation communications and PR specialists should be involved in advising on how the information is presented and litigation issues explained. In this sense, the Wikipedia page strategy should also be viewed as an extension of crisis communications in addition to reputation building.
Challenges of a Crowdsourced Platform
Wikipedia is run by a vast community of volunteers who edit and update content. This means anyone with an account can jump in and make changes to your brand’s page—whether or not they really know what they’re talking about. And because the platform frowns upon companies editing their own pages, you can’t just step in to clean things up yourself. Trying to manipulate the content can backfire, too, making the situation even worse.
The “Edit War”
Picture this: someone with a grudge, or business interest, starts altering your company’s Wikipedia page, adding misleading or damaging information. You correct it, but they keep changing it back. Before long, you’re caught in what’s known as an “edit war,” with your company’s reputation hanging in the balance. It can quickly become a headache that doesn’t just go away.
Don’t Control Content, Build Relationships
Instead of trying to control Wikipedia directly, focus on building good relationships with the editors. These are the people who shape Wikipedia’s content, and by working with them, you can ensure your page is accurate and fair.
Look for editors who understand your industry and have a reputation for accuracy. If you want changes made, back them up with credible sources—articles from reputable media outlets, academic research, or official documents from your company. Then, engage in constructive conversations. Be part of the dialogue. Address concerns from other editors openly and offer helpful, factual information.
Take a look at other companies’ pages. How do they present their information? Which sources do they use? Studying these successful pages can give you valuable insights into how to handle your own.
Navigating Wikipedia can be tricky. The site plays a crucial role in the digital world. By learning the platform’s dynamics, collaborating with the editor community, and keeping your information accurate and neutral, your brand can strengthen its online presence, protect its reputation, and build trust with investors and stakeholders.