????現(xiàn)實(shí)有點(diǎn)觸目驚心：貴公司客戶(hù)“首選”的信息源，也就是他們用來(lái)了解貴公司概況、歷史和相關(guān)事實(shí)的網(wǎng)站絕大多數(shù)時(shí)候都錯(cuò)誤百出。我指的是維基百科（Wikipedia）。在谷歌（Google）和必應(yīng)（Bing）上，這一在線(xiàn)百科全書(shū)在70%的情況下（谷歌英國(guó)更是高達(dá)99%）都位列搜索結(jié)果前3位。然而，維基百科上的公司介紹頁(yè)面有60%都含有事實(shí)性錯(cuò)誤。

????貴公司及其主要高管、投資者，甚至產(chǎn)品的頁(yè)面很有可能就屬于這60%。茲事體大，是因?yàn)槿缃褚恍┐笮托侣剻C(jī)構(gòu)里，總有不夠勤快的記者在報(bào)道中整段借用維基百科上的信息。如果你認(rèn)為自己的潛在客戶(hù)、合作者和新員工不會(huì)依賴(lài)維基百科上的信息做決策，那你就是在自欺欺人。今天，維基百科已成為全世界網(wǎng)民的重要信息來(lái)源。

????所以，你不但得要有個(gè)維基頁(yè)面，而且它一定要公允準(zhǔn)確地反映貴公司的真實(shí)情況。但是因?yàn)榇a笨拙，規(guī)則不透明，網(wǎng)絡(luò)社區(qū)敵視情緒日益高漲，維基百科已成為無(wú)數(shù)初創(chuàng)公司、小型企業(yè)、社會(huì)名流和著名高管們新的眼中釘，肉中刺。我之所以了解這一點(diǎn)，是因?yàn)樗麄兌荚谙蛭覍で髱椭?/p>

下面就為大家支幾個(gè)招：

1. 提高媒體知名度才能擁有維基頁(yè)面

????不是每個(gè)人都能擁有維基百科的頁(yè)面。要想擁有維基頁(yè)面，必須達(dá)到網(wǎng)站所規(guī)定的“著名程度”的門(mén)檻才行。你的企業(yè)可能是個(gè)本地機(jī)構(gòu)，每年服務(wù)好幾百萬(wàn)人，但如果你希望在維基頁(yè)面上顯示的特定信息從來(lái)沒(méi)有被知名媒體報(bào)道過(guò)，那么從維基百科的角度看，這些信息就不值得登載。如果某種言論從未被知名媒體明確表達(dá)過(guò)或支持過(guò)，維基百科的編輯就會(huì)把它從數(shù)據(jù)庫(kù)中剔除。

????因此，如果你想要有個(gè)維基頁(yè)面，就需要可信賴(lài)的第三方媒體對(duì)你進(jìn)行報(bào)道，比如報(bào)紙、雜志、書(shū)籍和期刊，而不是你自己的個(gè)人博客、新聞稿或Facebook的個(gè)人主頁(yè)。

????要做到這一點(diǎn)，其實(shí)并沒(méi)有想象的那樣難。如果是從零開(kāi)始，你可以去HelpAReporterOut.com看看，從知名記者的免費(fèi)、簡(jiǎn)單的報(bào)道起步。如果你希望公眾了解公司的某些信息，最好是將它們透露給媒體，否則維基百科無(wú)法呈現(xiàn)這些信息。實(shí)際上我的建議是，在和媒體交流時(shí)，腦子里得時(shí)刻記著維基百科的頁(yè)面才行。

2. 切勿盲目編輯自己的頁(yè)面

????營(yíng)銷(xiāo)人員和公關(guān)專(zhuān)家試圖控制客戶(hù)的專(zhuān)題頁(yè)面，而維基百科對(duì)這種做法極其警惕。他們的理由十分充分：有利益沖突的編輯往往會(huì)違背維基百科的神圣原則，比如保持觀(guān)點(diǎn)中立及充分論據(jù)的原則。不要認(rèn)為直接編輯自己的頁(yè)面就能挽回局面，這么做可能適得其反，讓局面變得不可收拾。

????但這并不意味著你完全無(wú)能為力——因?yàn)槿绻惚救嘶蚰硞€(gè)員工從來(lái)沒(méi)建立過(guò)維基賬戶(hù)，沒(méi)花時(shí)間了解維基百科的運(yùn)作模式，就永遠(yuǎn)不會(huì)知道對(duì)自己的頁(yè)面到底能做什么、不能做什么。如果正好讀到了一篇上乘的報(bào)道，那就往維基的相關(guān)主題頁(yè)面上添加一些內(nèi)容吧。清除那些空白的URL鏈接，做點(diǎn)修改語(yǔ)法和編輯語(yǔ)句的工作，觀(guān)察網(wǎng)上社區(qū)的情況，弄清維基編輯的獨(dú)特個(gè)性。這是一個(gè)費(fèi)時(shí)費(fèi)事的試錯(cuò)過(guò)程，但很重要。

????Here's the scary reality: your customers "go-to" source for information -- where they learn about your company, read your history and get their facts -- is wrong the majority of the time. I'm talking about Wikipedia. The online encyclopedia shows up in the top 3 results of more than 70% of Google and Bing searches (99% for Google UK) yet 60% of company Wikipedia pages contain factual errors.

????Odds are, those numbers include pages about your company, its prominent executives, investors, and possibly even its products. And that matters because today lazy journalists from major publications copy entire Wikipedia paragraphs in their coverage. If you think that your potential customers, partners, and new hires aren't using Wikipedia to make decisions, then you're fooling yourself. Wikipedia informs the world.

????So it's critical that you not only have a Wikipedia page, but that it fairly and accurately presents the truth about your business. But with its clunky code, obscure rules, and an increasingly hostile community, Wikipedia has become the new thorn in the side of countless startups, small businesses, celebrities, and prominent executives. I know this because they come to me for help.

Here's how you can solve the problem:

1. Be notable enough for a page

????Not anyone can have a Wikipedia page. Wikipedia pages must meet the site's threshold of "notability." Your business could be a local institution, serving millions of people a year, but if you or the specific fact you wish were mentioned on your page has never been written about by the right media outlets, it's not noteworthy, as far as Wikipedia is concerned. If a statement hasn't been explicitly stated or backed by a reputable media outlet, Wikipedia editors yank it from the database.

????So if you want a page, seek out coverage from third-party, reliable sources. Think newspapers, magazines, books, and journals, not your personal blog, press releases, or a Facebook page.

MORE: The myth of the 'entrepreneurial employee'

????But it's easier to hack this than you think. If you're starting from scratch, check out HelpAReporterOut.com and start getting free, easy press from reputable reporters. If there are things you want people to know about your business, you better make sure you've communicated them to the media. Otherwise Wikipedia is incapable of presenting that information. I'm actually suggesting you speak to the media with your Wikipedia page in mind.

2. Do not blindly edit your own page

????Wikipedia is extremely wary of marketers and PR experts trying to control their clients' Wikipedia pages. And for good reason. Editors with conflicts of interest often violate Wikipedia's sacred rules, like having a neutral point of view and verifiability. You might think that rushing in to edit your page will fix things, but it will likely lead to disaster.

????But that isn't to say you shouldn't contribute to the site at all -- because if you or an employee have never built an account and spent some time learning how Wikipedia works, you'll never know what you can and can't do with your own page. Read a good news article? Add a few facts to the subject's Wikipedia page. Clean up a few bare URL references. Do a bit of grammar and copyediting. Observe the community and figure out the quirks of the Wikipedia editors. This is tedious trial and error, but it's important.