Dumb


This post is by Jim Horton from Online Public Relations Thoughts


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It doesn't pay to upset Wikipedia editors.  They'll have it in for you.  That is why this stunt was dumb.  North Face, the clothing manufacturer, changed the visuals on its Wikipedia page to advertising images of its clothing.  Worse, it boasted about it.  Retribution was swift, and North Face has apologized.  Well it should.  It was a bad idea from the start and showed a profound lack of understanding of the encyclopedic site and its volunteers.  What did North Face gain from its actions?  A hit to its reputation.  Was it worth it?  Of course not.  It's not always possible to trace the course of a mistake like this to the source, but North Face said it was for its Brazilian office.  Someone in its marketing agency somewhere is keeping a low profile, and that's as it should be.