Wikipedia: PR Tools for Shaping Brand Perceptions
By Kabir Abdulsalam
The most popular social media platforms used by public relations are Twitter, Facebook, YouTube. However, Only a few patronised Wikipedia. This freely editable encyclopedia has become prominent among the digital platform boasting about 260 million monthly visitors consuming its 6 million articles.
No other source of information enjoys as frequent reference on the web that shape people’s perceptions, organizations or brands.
Just consider how Wikipedia dominates Google. Wikipedia content appears as a top organic result in countless searches, especially for queries about people, places or things, as Wikipedia articles provide comprehensive summaries of several topics and are thus highly relevant to user search intent — a technical term Google uses to describe the reason someone conducts a specific search.
Wikipedia’s influence on public perceptions is particularly pronounced in Nigeria. As country blessed with young and tech-savvy population increasingly turning to the internet for information on a wide range of topics, including politics, business, and culture.
This makes it important for brands and organizations in Nigeria to have a strong presence on Wikipedia. A well-written and accurate Wikipedia article can help to boost a brand’s credibility and reputation. Conversely, a poorly written or outdated article can damage a brand’s image.
A journal article from the ChatGPT engineering team confirmed that the chatbot was trained on Wikipedia, with the encyclopedia likely helping the program learn patterns of language related to particular people, places and things. So when you ask ChatGPT about a brand or prominent individual, there’s a good chance that at least some of the information it provides in response will come from Wikipedia. Google’s Bard AI, meanwhile, cites the encyclopedia directly in its responses.
Similarly, a 2018 study conducted by the Wikimedia Foundation, the parent organization of Wikipedia, disclosed that media coverage have second-largest influence in driving traffic to the site. This data likely mirrors into personal experiences.
Take, for instance, OceanGate. It Wikipedia article for shows that it’s the deep-sea research and tourism company created in 2015. The company would have been a top branded-search result, but the page still received low page views as few people had any reason to search for the company. In fact, in 2023, the article accumulated a whopping zero views…. until June 20, a study confirmed that when 80 readers suddenly showed up. A few days later that number was up to half a million.
OceanGate was, of course, in the middle of a tragic news cycle following the loss of the Titan submersible and its five passengers somewhere above the Titanic wreckage. Page viewers likely included not only American’ Cable New, but also journalists scrambling to research the company. Wikipedia editors, however, quickly added the details to the article as reports continued to emerge.
During that period, anyone who wanted to know more about OceanGate was visiting the Wikipedia for research and references.
So What Does This Means to PR Pros?
The impact of Wikipedia on reputation cannot be overlooked, while brands should have a strategy in place for engaging with the site. A well-written and accurate Wikipedia page can boost an organization’s credibility and reputation.
Here are some tips on how Nigeria Public Relations professionals can use Wikipedia for brand perception:
Create/Update Wikipedia Page
Create or update Wikipedia pages for your organization and its products or services.
This is a great way to control the narrative about your brand and ensure that accurate and up-to-date information is available to the public. For example, the Wikipedia page for the telecommunication giant, MTN provides a comprehensive overview of the company’s history, products, and operations.
Nominate your Organisation
Nominate your organization or its products or services for inclusion in Wikipedia lists and categories. This can help to increase the visibility of your brand and make it more discoverable by potential customers and stakeholders. For example, the Nigerian Breweries Limited is included in the Wikipedia list of the largest breweries in Africa.
Article Contribution
Contribute to Wikipedia articles related to your industry or field of expertise. This is a great way to establish yourself as a thought leader and build relationships with other professionals in your field. As a PR Pro, you can contribute to Wikipedia articles about public relations, marketing, or business.
Correct Brand Misinformation
Monitor Wikipedia pages for your organization and its products or services for misinformation or inaccurate data. Take steps to correct any inaccuracies or remove any wrong as soon as possible. This will help to protect your brand’s reputation.
Local Audience
You can also use. Wikipedia to reach a local audience. Wikipedia is the most popular online encyclopedia in Nigeria, with over 20 million monthly users. This means that you can position your brand to reach a large number of potential customers and stakeholders.
Social Responsibility
Wikipedia can be use to promote brand’s social responsibility initiatives. Wikipedia is a trusted source of information, so you can use it to highlight your brand’s commitment to social responsibility.
Kabir Abdulsalam, Senior Staff Writer with Spokesperson’s digest.
