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Don’t forget Wikipedia

      Communications pros recognize that leaving an information void is essentially inviting people to fill it themselves.  Here’s a classic example: a new study shows that companies that are actively engaged in social media are most likely to see declines in the use of their entries on Wikipedia.  If you aren’t telling your own story, someone else is and people will go elsewhere to find it.
      The Penn/VCU study also found that Wikipedia continues to grow more prominent in driving search engine results.  Its impact ramps up when companies are in the news, which is when usage and edits increase.  Entries have become more focused on current events rather than history, and are becoming more negative, too.  Wikipedia is a powerful story-teller and an important one to keep in mind.

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