Wikipedia entries consistently rank in the top 10 results for any query (see: A Survival Guide to SEO & Wikipedia). In comparisons with traditional shelved references, wikipedia is generally found to be more inclusive and no less reliable (see Wikipedia as accurate as Britannica and Errors in the Encyclopædia Britannica that have been corrected in Wikipedia). I'm not saying Wikipedia is perfectly reliable, as it absolutely isn't. But neither are the traditional reference books. Caveat lector.
- First, understand the editorial policies of wikipedia. Especially review the Wikipedia: Conflict of Interest Policies and make sure you can operate within these guidelines.
- Be aware that your contributions may be flagged for potential bias as well. The following text may be appended to your articles: "A major contributor to this article appears to have a close connection with its subject. It may require cleanup to comply with Wikipedia's content policies, particularly neutral point of view." This is good. This means that you're not trying to obscure your connection to the topic, and the wikipedia community favors honest disclosure.
- There is no undo. Once you submit the article, it is public content. It can be edited, reduced, refined, expanded, but it is there. So don't go publishing your quarterly earnings on wikipedia ahead of the release to the street.
- There is no "done" with a wikipedia article. Articles evolve and change. Make monitoring and occasional review of your wikipedia article part of your ongoing social media strategy.
- Read the Community Portal for Wikipedia, and edit a few articles that are calling out for it. (The Typo team is a great place to start.)
- Make a wikipedia profile, and make note of any potential sources of bias.
- Review existing articles on topics that are similar to any you are seeking to create.
- Before editing any article, read the talk page to understand any existing edit-wars. You don't want to walk into a fight without doing some reconnaissance.
- "Please do not bite the newcomers" is a real wikipedia policy. Understand that you might be barked at, but participation is intended to occur civilly and recourse is available if it isn't.
- If a wikipedia article is defaming something you care about, has factual errors, or is offending you - first, fix it. If this is a recurring problem then dispute resolution help is available.
I wish I could tell you to sit back and relax once the article is done but, sadly, resting on your laurels is not an option. But when is it ever an option nowadays? Remember: updating Wikipedia is not a one-and-done exercise. You'll need to plan for some time to stay engaged with the pages you create going forward. To keep yourself motivated, check your analytic tool afterward--when done properly, you'll likely see some high-quality, lengthy visits showing up on your sites from Wikipedia. And that can be motivation enough to stay connected to the Wikipedia process, and can provide a significant ROI for the time spent on the article.