The Image of German Corporations on Wikipedia

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The Image of German Corporations on Wikipedia

  1. 1. THE IMAGE OF GERMAN CORPORATIONS ON WIKIPEDIA THEORETICAL GROUNDWORK, EMPIRICAL ANALYSIS AND COURSES OF ACTION Jeannette Gusko | MASTER THESIS | UNIVERSITY OF LEIPZIG30.09.2011 Digital Communication Awards 2011
  2. 2. „It‘s the COI*, stupid!“*conflict of interest Jeannette Gusko | The Image of German Corporations on Wikipedia
  3. 3. Holistic research design3  Comparative online content analysis of Wikipedia articles and corporate websites of 110 companies listed in German indices DAX (30), MDAX (50) and TecDAX (30)  Online questionnaire of 30 PR managers about Wikipedia engagement  Aims and research questions:  Identify image consistence/differences in social media and company-operated contexts  Formulate courses of action for online image on Jeannette Gusko | The Image of German Corporations on Wikipedia
  4. 4. Analytical framework 4 Wikipedia Corporate website Online journalism Communities and WeblogsTransparency of low high high mediumcommunication (authors mostly (originator known, (editorial team known, (authors known, partly unknown, motivation and contact possible) contact possible) pseudonyms, may be qualification mostly contacted) unknown)Aims of communication information, definition self-representation, information, explanation, self-expression, information investigation networking, information, investigationStyle of communication informative, informative, persuasive, informative, subjective, informative, (quasi-) neutral, quasi-subjective, investigative, interactive, persuasive, bottom-up top-down top-down bottom-upAccess for recipients free and free of charge free and free of charge partly free, paid premium mostly free and free of and archive content chargeRecipient‘s role user / reader, author user / reader user/ reader user/ reader, commentator, multiplierPower of companies PoC < PoR PoC > PoR PoC > PoR PoC = PoR(PoC) and recipients(PoR) on imagebuildingCommunicated condensed actual image planned image of the actual image of actual image of authorscorporate image of authors (amateurs and company journalists (mainly amateurs) experts) Jeannette Gusko | The Image of German Corporations on Wikipedia
  5. 5. Empirical resultsTwo thirds of corporate Wikipedia articles areranked among the top 5 search results onGoogle among top 5 not among top 5Ranking positions of Wikipedia articles in Google, n = 110 Jeannette Gusko | The Image of German Corporations on Wikipedia
  6. 6. Empirical resultsWikipedia is no „real-time“ mediumLast edits of Wikipedia articles by index, n = 110 Jeannette Gusko | The Image of German Corporations on Wikipedia
  7. 7. Empirical resultsDAX companies and high-risk brands attracthigher diversity of Wikipedia authorsNumber of authors of Wikipedia articles by index, n = 110 Jeannette Gusko | The Image of German Corporations on Wikipedia
  8. 8. Empirical resultsWP focuses on history, scandal/lawsuits &finance company (basic) competition products scandal/ performance lawsuits CSR history/tradition innovation employees Wikipedia Topics of Wikipedia articles and finance Corporate Websites, n = 110 Corporate Website Jeannette Gusko | The Image of German Corporations on Wikipedia
  9. 9. Conclusion Institutionalization of Wikipedia <> Conflict of Interest active image comunication on Wikipedia is risky  self-declaration and transparency  engagement with the community  aim for neutral coverage, counteract misinformation  optimizing preceding image communication Jeannette Gusko | The Image of German Corporations on Wikipedia
  10. 10. Thank you. Jeannette Gusko M.A. Communication Management Research Assistant Ostfalia University of Applied Sciences j.gusko@ostfalia.de +49 177 267 83 28 @JeanneRaffut Jeannette Gusko | The Image of German Corporations on Wikipedia
  11. 11. Literature Gusko, J. (2011): The Image of German Corporations on Wikipedia. Theoretical groundwork, empirical analysis and courses of action Zerfass, A./ Gusko, J. (2011): Enzyklopädie der Images, pr Magazin, 06/11. Zerfass, A./Sandhu, S. (2008): Interaktive Kommunikation, Social Web und Open Innovation: Herausforderungen und Wirkungen im Unternehmenskontext, in: Zerfass, A. /Welker , A./Schmidt , J.(Eds.): Kommunikation, Partizipation und Wirkungen im Social Web. Band 2: Strategien und Anwendungen: Perspektiven für Wirtschaft, Politik, Publizistik, Neue Schriften zur Online-Forschung 3, Halem Verlag, Köln. Jeannette Gusko | The Image of German Corporations on Wikipedia
  12. 12. Empirical resultsOverall tonalities of Wikipedia articles aremainly neutral positive neutral negativeTopic scandal/ law suits in Wikipedia articles by index, n = 110 Jeannette Gusko | Ostfalia University | The Image of German Corporations on Wikipedia
  13. 13. Empirical resultsDAX articles are by far the most readPage impressions of Wikipedia articles by index, n = 110 Jeannette Gusko | Ostfalia University | The Image of German Corporations on Wikipedia

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