But, in their battle to regain public trust, chief executives will have to fight some unexpected enemies. When young US opinion leaders were asked to choose the most credible source for corporate information, a surprising 55 per cent mentioned Wikipedia. The free online encyclopedia, written by users with minimal editing, came out above traditional outlets such as television and radio, and even above much-trumpeted “new media” such as blogs and social networking sites. Only articles in business publications scored more highly.
For Mr Edelman, Wikipedia’s status as a fount of knowledge on corporate matters is a function of the democratisation of modern media. “Wikipedia, just like Google, represents the vox populi,” he says.
FT.com
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