Saylor URL: http://www.saylor.org/books Saylor.org
Wikipedia is a useful research tool. With so much information on the Internet, many users are starting to
look at a human-edited (as opposed to search-engine-algorithm-distilled) way to embark on research. For
a company to be reachable via a link from this research base can be very traffic and reputation worthy.
Companies should also take note of what is being written about them on Wikipedia and make transparent
efforts to correct information.
Content Creation and Sharing as Marketing Tools
Content-sharing sites, from video to photos to music to knowledge, provide marketers with a snapshot of
how users interact with and perceive their brand. Most of the sites have really simple syndication (RSS)
feeds available, where marketers can keep a tab on mentions of their brand.
These sites and services allow marketers the opportunity to capitalize on the creativity of their consumers
to further amplify their brand. By making content easily available and removing restrictions on use of that
content, companies can nurture creative interactions that are likely to spread.
Wikis can be used when creating an event with a network. Encouraging users to interact allows them
greater connection and ownership of the outcome and provides a means for ongoing communication.
KEY TAKEAWAYS
- Marketers place their ads on YouTube knowing that if it is good, users will choose to watch it.
- Wikipedia can be a useful research tool for brands. It can also be a way for a company to be reachable
because a link from a research Web site can be very traffic and reputation worthy. - Companies should know what is being said about them on Wikipedia. If it is negative, they should make
transparent efforts to correct the information. - Content-sharing sites of all types provide marketers with a snapshot of how users interact with and
perceive their brand.
EXERCISES
- Visit http://www.wikipedia.com. Check to see if one of your favorite brands has a presence on the site.
What observations can you make about the entry or entries?