Doing business in Wikipedia / Mira Koivumäki-Lindholm
Teacher's example: http://fi.wikipedia.org/wiki/Gefilus
Article
about Lactobacillus rhamnosus GG has a clear marketing purpose!
First
the
article brings you
scientific text about Lactobacillus rhamnosus bacteria - how healthy it is.
Then
there is strong reminder how
you should have at least one
glass of milk or goblet of yogurt a day which contains this bacteria.
By the way Valio has pre-thought-out
right amount for you!
Here is a quote from scripture:
“Lactobacillus GG:n määrä
vaihtelee eri tuotteissa, mutta yksi päiväannos tiettyä
elintarviketta (esim. lasillinen maitoa, mehua tai piimää, tai
pikarillinen jogurttia) sisältää aina terveysvaikutusten kannalta
riittävän määrän bakteeria. Lactobacillus rhamnosus GG
-maitohappobakteeria lisätään muun muassa maitoihin, juustoihin ja
mehuihin (esimerkiksi suomalaisiin
Valio Gefilus
-tuotteisiin)."
Here you'll find just the right Premier Gefilus products! :)
Article
continues:
Finally,
numerous studies of Lactobacillus
rhamnosus GG and how,
for example, Lactobacillus rhamnosus GG containing milk in a Helsinki
daycare centers reduced caries - compared to regular milk.
Although studies must be true, the
powerful connection to Valio products clearly looks like marketing.
I saw interesting article,
which talks about ethical wiki.
http://ethicalwiki.com/resources/Ethical_Wikipedia_Marketing_and_Public_Relations.pdfThere is something to learn about..
Page 8:
"What
is neutral?
This
is a tricky subject, since even veteran Wikipedians often have
disagreements about what is neutral for a specific article or topic.
A
neutral Wikipedia article not only carries a neutral tone but is
representative of the available
literature
on the subject. Some “neutral”
Wikipedia articles may have a negative meaning
and others positive, depending on the available citations. This
is important to keep in mind for marketers that may be tempted to
author a History section that omits major controversies or a
Reception section that only summarizes positive product reviews. It
may be considered dubious to “hide” information or contribute in
an obviously one - sided way.
This
puts marketers in an uncomfortable position, because inevitably some
sources about the company
will
include points of view the organization doesn’t agree with and
information that does not serve its
best
interest. That’s the conflict of interest aspect. You’re expected
to include this information fairly the same way a crowd sourced
participant would.
If
that doesn’t make you or other stakeholders uncomfortable if
there is no tension involved – you
may be doing something wrong.
One
key to success is for the organization to have an advocate for ethics
involved in the process;
someone
who will persuade stakeholders, push for honesty and advocate for a
fair contribution. The organization will be faced with the temptation
to stretch things, omit information, cherry-pick what sources they
use and other slanting and someone needs to help the organization
resist temptation.
Fight
for your organization’s longterm integrity as an honest contributor
that Wikipedians can trust. It will serve you in the long run."
Page 10:
"Things
to avoid
- Avoid promotional sections like Awards, Philanthropy, Recognition or Corporate Social Responsibility.
- Avoid creating separate articles on the company and its products if they can be consolidated.
- Avoid creating an excessively detailed article in general.
- Avoid bullets in most cases, especially if they are long lists of individual products, partners, locations or executives.
- Avoid articles that are focused on products or executives rather than the organization’s heritage.
- Avoid using citations that merely repeat what the company told them, such as rewritten press releases.
- Avoid using too many primary sources, such as the company website.
- Avoid using an overly official tone or writing style, both in the article’s content and in discussions with editors."
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