From time to time, clients ask us if we can help edit (or create) a Wikipedia article about their organization. The Official Lava Row Response is as follows: Never write/edit an article about yourself or your company, and never pay someone to do it for you.

We realize this answer can be frustrating to someone who understands the important benefits of getting referenced in Wikipedia. (Brand popularity, awareness, high traffic volume, etc.) The wiki regarding conflicts of interest sums it up best: “Wikipedia is an encyclopedia, not a forum for advertising or self-promotion.” Attempting to edit one’s own article can result in public embarassment and negative press for the organization, as members of the Wikipedia community are bulldogs at sniffing out self-serving edits.

This week, a new application called WikiScanner launched (created by CalTech grad student Virgil Griffith). WikiScanner gives everyone the ability to check exactly who is behind a Wikipedia edit. Remember, transparency is a good thing. It serves as a reminder to marketers and P.R. people (ourselves @ Lava Row included) that we ultimately do not control brand images — customers do.

This reinforces the need for every company to bust their asses in creating positive, meaningful relationships with their consumers, both online and offline. Letting the customer write your story shouldn’t be scary, as long as you’ve made them a happy customer.