Bias, quality and timeliness are among the top concerns by Wikipedia's editorial community
Clare writes for CorpComms Mag, follow her tweets here @ClareJHarrison
An analysis of brand Wikipedia pages claims that 85 per cent are poorly represented on the site.
The report, called 'Brands on Wikipedia by the Numbers,' identifies brand pages that the Wikipedia community considers important but incomplete or low in quality.
Bias, quality and timeliness are among the top concerns in brand articles that were flagged by Wikipedia's editorial community.
The analysis, undertaken by US-based consultancy EthicalWiki, used a web automation tool to look at the Wikipedia community's online feedback on 2,578 Wikipedia articles.
Fox Entertainment Group, LG Corporation, Playtex and the Pepsi Bottling Group were among the pages the community identified by as important but poorly represented on the site.
According to the analysis, more than half of requests for improvement to a brand page are related to providing credible third-party sources to draw content from.
EthicalWiki says companies can respect Wikipedia's autonomy by offering valuable content to the Wikipedia community transparently, without directly editing articles they have an affiliation with.
'The report is based on our belief that companies have missed an opportunity for long-term value through ethical Wikipedia engagement,' said David King, founder of EthicalWiki.
'The Wikipedia community wants research. If a company wants to engage with the Wikipedia community it should go to the talk pages and share pages that will help the editors write the article,' King explained.
'Wikipedia can be a liability, because it empowers individuals to use it as a weapon to unfairly attack the reputations of companies they don't like,' said King. 'However it also offers a free service to create unbias and credible corporate profiles in the interest of free knowledge.'
KIng advises companies provide more information about their company's heritage because history is the most common section title on the site's brand pages.
'Marketing people often want to promote their company's latest products but the Wikipedia community is more interested in a company's past,' King adds.