MarTech Podcast ™ // Marketing + Technology = Business Growth
Episode: What Are The Requirements To Get Your Own Page On Wikipedia?
Release Date: November 22, 2024
Host/Author: I Hear Everything
Guest Hosts: Doug Bell, CMO of Chief Outsiders
Guest: William Buhtler, President of Buhler, Inc.
Overview
In this insightful episode of the MarTech Podcast™, guest host Doug Bell engages with William Buhtler to delve into the intricate process of establishing a Wikipedia page for individuals and organizations. The discussion navigates through the significance of having a Wikipedia presence, the stringent requirements set by the platform, common pitfalls marketers encounter, and strategic approaches to building a credible profile that meets Wikipedia’s standards.
1. The Importance of a Wikipedia Page
William Buhtler emphasizes the ubiquity and authority of Wikipedia in the digital landscape. He states:
“Wikipedia is ubiquitous. It is well recognized by every Internet user... there's nothing with that kind of reach.”
[03:16]
William highlights that a presence on Wikipedia not only enhances visibility but also lends an air of credibility, as users often turn to Wikipedia for trustworthy information despite its open-edit nature.
2. Challenges in Creating and Maintaining Wikipedia Pages
Doug Bell shares his personal struggles with establishing a Wikipedia page, leading to the core discussion on the difficulties and high standards required by Wikipedia:
“Why is it so hard? Why is it so tough to get a page up and keep it up on Wikipedia?”
[05:14]
William Buhtler outlines the primary obstacle—Wikipedia’s stringent notability and sourcing requirements. He explains that Wikipedia maintains high standards to preserve its credibility, necessitating multiple in-depth coverage from reputable, third-party sources:
“Any individual or organization that wants to have its own Wikipedia article needs to have multiple instances of in-depth coverage from independent, reputable, third-party news publications.”
[05:55]
He further elaborates that sources like press releases, blogs, or paid content do not meet Wikipedia’s criteria, making it challenging for many brands to qualify.
3. Understanding Wikipedia’s Community Guidelines
The conversation shifts to the perspective of Wikipedia volunteer editors who ensure content quality and adherence to guidelines:
William Buhtler explains:
“The volunteer editors... their job is to make sure that content is on there that is verifiable and their go-to is the outlets, the news outlets that all of us would think about, professional journalists.”
[09:33]
He highlights that editors scrutinize sources for credibility and relevance, often flagging or deleting content that doesn't meet the established standards. Promotional language and self-promotion are particularly problematic:
“It is very tempting for a marketer to say that, you know, the client is a leading provider of solutions. I think is the kind of iconic phrase that you would never want to see in a Wikipedia article.”
[09:58]
4. Building a Strong Profile for Wikipedia Eligibility
Doug Bell seeks advice on developing a robust public profile necessary for Wikipedia inclusion. William Buhtler provides a strategic roadmap:
“They need to engage a publicist, a PR firm. They need to focus on earned media... they're just not ready to get the sources to turn that into notability.”
[13:10]
He recommends focusing on earned media rather than paid placements, as reputable, in-depth articles from recognized publications significantly bolster notability. William underscores the importance of both quality and quantity in media coverage:
“Ten articles from the New York Times probably is going to get you there. It is both quality and quantity.”
[15:04]
Furthermore, he advises against mimicking competitor Wikipedia pages, as adherence to Wikipedia’s specific guidelines is paramount regardless of how existing pages are structured.
5. Practical Tips for Marketers
Before wrapping up, William shares practical tips for marketers aiming to achieve Wikipedia eligibility:
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Define Content Goals: Clearly outline what information the Wikipedia page should contain, focusing on verifiable facts rather than promotional material.
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Gather Robust Sources: Compile a comprehensive list of reputable, third-party sources that provide in-depth coverage beyond superficial mentions.
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Avoid Promotional Language: Ensure that any contributed content maintains an objective tone, free from marketing jargon or self-promotion.
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Leverage PR Networks: Utilize connections with PR firms that specialize in generating earned media to build a credible and notable profile.
William Buhtler adds:
“Our team... will do all of its own due diligence in terms of research. We have LexisNexis we have High Beam, we can go find things...”
[17:27]
6. Maintaining and Updating Wikipedia Pages
In anticipation of the next episode, Doug Bell hints at discussions on best practices for updating and maintaining Wikipedia pages. This continuation aims to guide listeners through sustaining the integrity and relevance of their Wikipedia presence once established.
Notable Quotes
-
William Buhtler ([03:16]):
“Wikipedia is ubiquitous. It is well recognized by every Internet user... there's nothing with that kind of reach.” -
William Buhtler ([05:55]):
“Any individual or organization that wants to have its own Wikipedia article needs to have multiple instances of in-depth coverage from independent, reputable, third-party news publications.” -
William Buhtler ([09:58]):
“It is very tempting for a marketer to say that, you know, the client is a leading provider of solutions. I think is the kind of iconic phrase that you would never want to see in a Wikipedia article.” -
William Buhtler ([15:04]):
“Ten articles from the New York Times probably is going to get you there. It is both quality and quantity.”
Conclusion
This episode sheds light on the meticulous process of gaining a Wikipedia page, underscoring the necessity of comprehensive, credible media coverage and adherence to Wikipedia’s rigorous standards. For marketers and organizations aiming to enhance their online authority, understanding these requirements is crucial. Tune in to the next episode for deeper insights into maintaining and optimizing your Wikipedia presence.
Additional Resources
- William Buhtler’s LinkedIn: LinkedIn Profile
- Buhtler Inc. Website: BuhlerInc.com
- Chief Outsiders Website: ChiefOutsiders.com
- MarTech Podcast Website: martechpod.com
For more detailed summaries and contact information for our guests, visit martechpod.com. Subscribe to our weekly newsletter or follow us on social media @martechpod for the latest updates.