William Beutler on Wikipedia

Posts Tagged ‘Beutler Ink’

All I Really Needed to Know I Learned Editing Wikipedia

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on July 12, 2016 at 3:33 pm

10th-wikibirthday

Ten years ago today, I created a Wikipedia account for the very first time, and made a few small edits that I probably would not make exactly the same way in 2016. For those who know about my Wikipedia participation over the past decade, you may not be surprised to learn that my initial series of edits was made at the request of my boss. As it happens, my very first edit was in fact to a discussion page, explaining my rationale. In retrospect, this instinct served me well later on, in ways I couldn’t have known at the time.

But anyway, I came back the day after, and a few days after that, and started making edits based on my own interests. At the time these included: Michael Mann, The Crow (1994 film), Mike Bellotti, The Postal Service, Truthiness, and Ratfucking. So: action movies, college football, indie rock, and amusing political jargon. I have more interests today than I did when I started editing in my mid-20s—relatively late, compared to some editors I know—but I’m still interested in all of the above, even if some of the specific topics aren’t quite as relevant. I continued making small edits over the next two years, learning more as I went, until finally building up the confidence to create my very first article, about legendary Portland, Oregon retailer and TV pitchman Tom Peterson.

Looking back on these ten years, my contributions are rather modest compared with many, many other editors whom I’ve come to know. But here is a short recounting, both on-wiki and off: I’ve attended four Wikimania conferences and two WikiConference USAs; appeared as a speaker at four combined; made several thousand edits across primary and secondary accounts; created dozens and improved hundreds of articles; launched a business initially predicated on helping companies and organizations with COI compliance; and helped put the world’s largest PR companies on the record about following Wikipedia’s rules. Oh, and I started this blog, now more than seven years old.

To say that Wikipedia has changed me far more than I have changed it would be an understatement. I owe a great deal of this decade to Wikipedia and everyone there, and this put me in mind of what, specifically, I have learned from it. Dare I say, to finally invoke the title of this piece, all I really needed to know I learned editing Wikipedia.

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The following is an entirely non-comprehensive list of life principles as elucidated by the principles of Wikipedia as I’ve come to understand them. I’d love to hear feedback, whether you agree or disagree, and especially if you can think of any others:

  • Let’s first dispense with the obvious: there are many lifetimes worth of knowledge to be found in the 5.2 million entries on the English Wikipedia. In a very literal and obvious sense, of course it contains everything you need to know, especially if you need to know about footballers.
  • More to the point, Wikipedia’s policies and guidelines, and the lessons one can learn from interactions with Wikipedia’s editors, are extremely useful if you’re willing to think about them and apply them to your own life. I can think of several… (WP:POLICYLIST)
  • Finding a balance between giving others benefit of the doubt while also being judicious in whom you trust is one of the most challenging tasks facing everyone, and making the right call can have a profound influence on what we believe and how we act upon these beliefs. (WP:AGF, WP:RELIABLE)
  • Building on the last one: be prepared to investigate your own opinions and beliefs. Just because you think something is true, there’s a decent chance you may be wrong, and the best way to handle any challenges is to soberly consider the evidence and determine if your conclusions hold up. (WP:VERIFY)
  • Sometimes the best way to understand what a thing is is to observe what it is not. By process of exclusion, one can arrive at more a objective assessment about the practical nature of a thing by determining first what it isn’t, than by trying to understand it solely for itself. (WP:NOT)
  • Not all principles should be accorded the same weight, and forming a coherent and defensible hierarchy for which values supersede others is necessary to conduct oneself morally. Rules should in general be followed, but well-intentioned rules can lead to bad outcomes if you don’t pay attention to the totality of their implications. (WP:GUIDES, WP:IGNORE)
  • Respect others’ intellectual contributions as you would their physical property. If you got a good idea from someone, give them fair credit. You’d want the same, and if you don’t there’s a very good chance it will catch up with you, especially on the Internet where everything is searchable. (WP:COPYVIO, WP:IUP)
  • Don’t be a jerk, don’t violate others’ space, and don’t cause anyone grief to make a point, even if you have one. It’s possible to disagree reasonably and with appropriate emphasis while upholding your dignity and allowing others’ theirs. Just be cool, OK? (WP:CIVIL, WP:PERSONAL, WP:BADGER)
  • If you want to get along with others and coexist in a world where there are many differences of opinion and belief, it’s important to have a good sense of how others came to those conclusions, be able to assess other opinions neutrally, and know not only when to give them their due but also how far is too far in polite society. (WP:NPOV, WP:UNDUE)
  • You can’t make rules for everything, and some degree of flexibility based on your surroundings will be necessary to thrive in surroundings you cannot control. Not every community will have the same standards, so it’s in your best interest to be alert for these differences and conduct oneself accordingly. (WP:CONSENSUS)
  • Finally, no matter how worthy the principles you decide to live by, it’s simply a fact that not everyone you’ll come across will agree to them, or act the same even if they voice agreement with them. When you’re dealing with human beings who have their own objectives, passions, prejudices and prerogatives, a certain comfortability with uncertainty and disagreement is as necessary as any of the rules preceding this one.

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So, does all this mean Wikipedia is perfect? Heck, no! What I mean is that it’s an excellent place not just to soak up the sum of all human knowledge, but also to learn how to conduct oneself in a society riven with conflict and ambiguity, where might sometimes seems to make right and in the end all one can really be certain about having the power to safeguard is one’s own integrity. Maybe that’s a dim view of the world, but when you consider all the bad things that happen every day, you know, getting into (and out of) an edit war on Wikipedia is a relatively safe and surprisingly practical way to learn some key lessons about life. In another ten years’ time, I’m sure I’ll have learned some more.

Announcing “Wikipedia in 60 Seconds”

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on November 11, 2014 at 4:25 pm

After more than five years (!) of writing this blog, I am pleased to announce that I’ll be launching a new Wikipedia-related publication tomorrow. Don’t worry, The Wikipedian isn’t going anywhere! I’ll keep updating it as often (or not so often) as I always have. But it’s time to try something new—something a little closer to The Wikipedian’s intended mission than this site has evolved to become.
Wikipedia in 60 Seconds (logo)
The original idea, as I explained in my first blog post, was to explain Wikipedia to outsiders from the position of someone who was sort of an insider. At this point, I am more of an insider than I’ve ever been, and so the content of this blog tends to focus on various news, events and controversies mostly interesting to Wikipedia regulars but which I suspect might appeal to general readers.

But I think it’s time to return to the insight which inspired me first: for as much as people depend on Wikipedia, its inner-workings are inscrutable to most. One reason is because the rule set is not easy to understand. It takes time, and is best learned one small piece at a time. I didn’t become an expert on Wikipedia overnight, and no one can.

My solution is a brand new newsletter called “Wikipedia in 60 Seconds”—every Wednesday from now until probably forever, I will send out an email explaining just one policy or guideline from Wikipedia, or a concept related to the rules. Because I’m doing this as a project of Beutler Ink, the digital content agency I lead, you’ll have to sign up over there. The first one will be going out around lunchtime tomorrow, and I hope you’ll join us!

Can Wikipedia and PR Just Get Along? Here’s a Possible New Way Forward

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on June 10, 2014 at 10:06 am

I think there is a good chance that today will prove to be a significant one—a dangerous thing to hope for, perhaps—but I’m optimistic that it will be, and for good reasons. I’ll explain.

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As a number of folks in my Wikipedia orbit have been aware for some time, in February of this year I organized a roundtable discussion, held in a conference room at the Donovan House hotel in Washington, DC, comprising: a) representatives of digital practices at some of the world’s largest PR and marketing firms, b) individual members of the Wikipedia community, and c) academics who follow Wikipedia closely. The conversation was intended to build on the dialogue begun in early 2012 via the Corporate Representatives for Ethical Wikipedia Engagement (CREWE) Facebook group. Indeed, several participants in our conversation have been longtime contributors to that one.

In all we had 12 participants from both Wikipedia and the PR industry, and this was the first time to my knowledge that such a group had ever been convened, at least in United States, to discuss their perspectives on how the two have interacted previously, and how they might in the future. I would say that participants on both sides of the conversation were pleasantly surprised to find a real dialogue was possible, and they had more in common than some may have expected.

Many ideas about how communications professionals could meaningfully participate in—and improve—Wikipedia were raised in the discussion, but the first one that made sense to tackle is one we are announcing today. The agency participants, led by yours truly, collaborated on a multi-agency statement, for the first time expressing, in one voice, a respect for Wikipedia’s project, then intention to do right by it, to give good advice to colleagues and clients, and to continue the dialogue however possible. While the agencies and their representatives are the actual participants, it was shaped by ongoing conversation with these Wikipedians and others. It’s only an olive branch, but I believe it’s a necessary first step.

As of 10am Eastern Time we have posted this as an essay on Wikipedia with 11 agencies joining—nearly all who attended in February, plus a few more who agree with the effort and wish to adopt the same standard. Indeed, we hope this becomes an industry standard, and the basis for a new phase of, well, let’s call it perestroika for the Wikipedia community and communications professionals.

We shall see, of course. I do expect that many on both sides of this divide will be skeptical of this project. To this day, many are surprised to hear about the Wikipedia services offered by my firm, Beutler Ink. Me, I’m surprised that that there have not been more pro-community Wikipedia consultants. Instead, most are familiar with the kinds of stories that usually get the headlines: when someone like a Bell Pottinger or Portland Communications gets their hand stuck in the proverbial cookie jar.

Today’s announcement is the beginning of an effort to change that. If this is a topic of interest to you, I hope you’ll leave a comment on the statement’s discussion page, and join us in talking about how to move this project forward.

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The full statement and current list of signatory agencies follows:

Statement on Wikipedia from participating communications firms

On behalf of our firms, we recognize Wikipedia’s unique and important role as a public knowledge resource. We also acknowledge that the prior actions of some in our industry have led to a challenging relationship with the community of Wikipedia editors.

Our firms believe that it is in the best interest of our industry, and Wikipedia users at large, that Wikipedia fulfill its mission of developing an accurate and objective online encyclopedia. Therefore, it is wise for communications professionals to follow Wikipedia policies as part of ethical engagement practices.

We therefore publicly state and commit, on behalf of our respective firms, to the best of our ability, to abide by the following principles:

  • To seek to better understand the fundamental principles guiding Wikipedia and other Wikimedia projects.
  • To act in accordance with Wikipedia’s policies and guidelines, particularly those related to “conflict of interest.”
  • To abide by the Wikimedia Foundation’s Terms of Use.
  • To the extent we become aware of potential violations of Wikipedia policies by our respective firms, to investigate the matter and seek corrective action, as appropriate and consistent with our policies.
  • Beyond our own firms, to take steps to publicize our views and counsel our clients and peers to conduct themselves accordingly.

We also seek opportunities for a productive and transparent dialogue with Wikipedia editors, inasmuch as we can provide accurate, up-to-date, and verifiable information that helps Wikipedia better achieve its goals.

A significant improvement in relations between our two communities may not occur quickly or easily, but it is our intention to do what we can to create a long-term positive change and contribute toward Wikipedia’s continued success.

Participating firms and individual representatives, as of June 10, 2014:

  • Beutler Ink (William Beutler)
  • Ogilvy & Mather (Marshall Manson)
  • FleishmanHillard (Sam Huxley)
  • Peppercomm (Sam Ford)
  • Burson-Marsteller (Patrick Kerley)
  • Ketchum (Tim Weinheimer)
  • Porter Novelli (Dave Coustan)
  • Voce Communications (Dave Coustan)
  • Edelman (Phil Gomes)
  • Allison+Partners (Jeremy Rosenberg)
  • MDC Partners (Michael Bassik)

Wiki-PR’s Case Study in Worst Practices and What Comes Next

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on October 23, 2013 at 4:13 pm

This entry is cross-posted from a similar blog post on the (new) blog of Beutler Ink, a content marketing firm owned and operated by yours truly. As dedicated readers are aware, I’ve long been an advocate and practitioner of “white hat” Wikipedia engagement for PR professionals, and this post represents my views on the matter.

This week so far has been a very interesting time for Wikipedia: mainstream press outlets, including the BBC, TimeThe Guardian, SlateCNET and more, have picked up on the story of “Wiki-PR”, first reported by The Daily Dot two weeks ago. For those readers not up to speed, Wiki-PR is a little-known company identified as the culprit behind several hundred deceptive Wikipedia accounts, whose purpose was surreptitiously creating and maintaining articles about the company’s clients. The Wikimedia Foundation, in a statement yesterday, described Wiki-PR’s alleged activities as a “Terms of Service” violation, and said it was “currently assessing all the options”.

This is an issue that matters a lot to me—both personally and professionally. If you’ve worked with Beutler Ink, you may know that I personally am a volunteer contributor to Wikipedia, someone who has been called to comment on the site in the media, and a provider of consulting services related to the website. At Beutler Ink, it is one of our more unusual service offerings—and it’s a fun one at that. Since I first learned of Wiki-PR, I’ve been certain that the company’s M.O. was to intentionally and systematically evade Wikipedia’s accepted rules. And how did I know this? Easy: I had always found it very curious that I’d never once crossed paths with the company’s representatives on Wikipedia.

As far as I can tell, Wiki-PR and Beutler Ink share exactly one thing in common: we both offer services focused on helping companies, organizations and individuals navigate Wikipedia. Literally everything else is different. Our approach to transparency, our methods of outreach, our attitudes toward the community, and the effects of our actions are night and day. At the present moment, Wiki-PR has shuttered its Twitter account, and is reduced to offering unpersuasive denials to major media outlets. Meanwhile, here I am writing in plain English about the tricky subject of public relations and Wikipedia. (Nor is it the first time I’ve written about it.)

The practice of helping outside organizations communicate with the Wikipedia community for the purpose of improving aspects of coverage is a legitimate enterprise, but it’s also a very complicated one. Few Wikipedians are really enthusiastic about companies and organizations having an influence over what Wikipedia articles say, but they also know that Wikipedia articles don’t always get things right, and the views of companies discussed in articles should be considered. Company representatives may have corrections to add, but these suggestions should be balanced with Wikipedia’s goals as an encyclopedia—and it’s always better to have these corrections made out in the open.

But Wikipedia is notoriously opaque—its rules are not easy for outsiders to find or follow—so it’s not at all surprising to learn that Wiki-PR (and other unethical firms like them) have been able to get away with telling their clients everything was on the up-and-up. By definition, these companies and individuals had hired Wiki-PR because they didn’t know anything about how Wikipedia worked. Unfortunately, Wiki-PR took advantage of the website’s obscure rules to deceive their clients.

As a matter of fact, a few times over the last few days, I’ve had friends and colleagues ask me: Hey, isn’t that what you do? I can’t respond fast enough with an emphatic No. There are several reasons we are different, but the two most important are ethics—especially with regard to transparency—and quality.

First and foremost, we are committed to following Wikipedia’s best practices for responsible Wikipedia engagement—such as the all-important “Conflict of interest” guideline, Jimmy Wales’ so-called “bright line” and the community information page “Plain and simple conflict of interest guide“—because it’s the best thing for the integrity of Wikipedia and the best way to protect our client partners from criticism. We take a hands-off approach to Wikipedia engagement: rather than making direct edits, we offer solutions that work for Wikipedia and our client partners both. Rather than hiding our affiliation, we make it crystal clear that we are paid consultants. We can’t promise that every Wikipedia editor will always be willing to work with us, but we aim to be “state of the art” and to respect the rules Wikipedia has adopted for itself. As these “best practices” will surely continue to evolve, so will we.

Second, a commitment to quality work serves everyone. Several of our articles have been listed as “Featured” or “Good” articles according to Wikipedia’s volunteer-based rating system—not an easy recognition to attain. We always make a point of saying that the reason we are so successful is because we place improvement of Wikipedia as a top goal. Where Wikipedia’s goals may differ from a client’s goals, we will not ask for that particular edit. And when this inevitably happens, we are confident that we can explain why. Since 2008, I’ve been doing some form of transparent Wikipedia public relations (I like to call it “wiki relations” although it hasn’t really caught on) so I know what works, and what doesn’t work. When I don’t know, I ask first. If you want to get away with something, you don’t come to us.

Ultimately, the big difference between Beutler Ink and companies like Wiki-PR is that we believe in Wikipedia’s mission and we want to help it become a better resource. That we can do this while also helping our client partners improve the information about them on the most important reference website in the world is something we’re very proud of.

It’s hard to predict what the Wiki-PR debacle will mean for the state of Wikipedia and public relations, although it seems we are closer to the beginning of this story than the end. But in my optimism, there are two things I would like to see happen next.

First, I’d love to see Wikipedia finally get serious about creating a unified request system for outside interests—a customer service desk, if you will—similar to the “Articles for Creation” process but for existing articles, and then stay serious about working through the inevitable backlog. Second, and just as importantly: when companies like Wiki-PR are caught trying to manipulate Wikipedia for their own benefits, they need to feel the pressure from not only the Wikipedia community, but also from PR professionals.

Yet so long as unethical practices like the ones in the news right continue to dominate the discussion, this only make it less likely that the Wikipedia community will take us seriously. As long as Wiki-PR and its ilk dominate the news, it’s hard to blame them if they don’t.