The biggest reason marketers and Wikipedia’s editorial community often find the relationship contentious is because companies haven’t invested the intellectual capital in meeting Wikipedia’s content needs.
We’ve made a science out of the most viral tweet, optimal Facebook post, and compelling blog and optimized landing page, but haven’t invested in ethical Wikipedia engagement.
We’re advanced users of Twitter, which has existed for six years, but haven’t figured out Wikipedia, a website almost twice as old.
I previously wrote a post “Why Wikipedia is more important than Twitter,” based on the premise that we have over-prioritized shiny objects, while ignoring a website with a larger installed readership.
When marketing leaders establish priorities based on data, instead of buzz, they often find that Wikipedia is more important than they think.
But investing in Wikipedia means persuading your boss it’s important. Here are five reasons Wikipedia matters.
1. More readers