As we discussed class, PR practitioners should avoid making edits on Wikipedia regarding their company. Why? Because it is so easy to be "caught" & it goes against the online community's norms.
Social media expert Josh Hallett has long preached that company's should respect these rules & just stay away. But a recent post on his blog shows that he is struggling with finding the "right way" for practitioners to actually communicate in a void where an organization's entry is nearly non-existent.
He has a good process outlined, but admits he expects very little feedback & buy-in from a company. This, of course, is probably why they org doesn't have much in their entry to begin with -- no one is talking about them.
We can't all work for major corporations where there is already a lot going on ... so questions like how the "regular guys" can ethically & acceptably operate are still in the air.