In the past, if you wanted to learn about a company or a product, the natural place to visit was the local library. There, you were likely to find a room filled with stacks of publications and a knowledgeable reference librarian. Over the last decade, of course, the reference room has largely given way to the Internet for research. But while the tools are new, until recently the reference material itself was still pretty much old media. People still turned to reliable sources, such as established news organizations and classic reference works.
Wikipedia, with its free-for-all social networking approach to producing content, is changing all that. What Wikipedia, which has eclipsed Dictionary.com as the most popular reference site on the Internet, says about you and your company has the capacity to influence millions of would-be customers. That means monitoring Wikipedia is a crucial component of managing your brand today.
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