Saturday, September 23, 2006

Wikipedia's effect on brands

You can try it yourself: Google a major brand name and many times a Wikipedia entry will show up in the top results.  Steve Rubel has some interesting data about brands that are spending big money on media and how Wikipedia results may be influencing consumer behavior more strongly than the dollars being spent.  Here are some points to walk away with:

  • Brand managers should know what Wikipedia says about their brand.
  • Brand managers should not try to modify Wikipedia entries — the social nature of Wikipedia means that they will be caught
  • Brand Managers should not hire others to modify Wikipedia entries about their brand — the social nature of Wikipedia means they will get caught
  • Brand managers need to understand the real impact of Wikipedia on their brand and where Wikipedia entries fall in search results.

Read the rest of the Rubel’s article for further information.


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