New Entry Your company's arrived. Now let everyone know by getting on Wikipedia.

Almost anybody can post or edit an article on Wikipedia, the internet's free encyclopedia and the ninth most popular site in the world. But having an article accepted by the site and controlling what others say about your company is an entirely different matter--just ask Baynote co-founder and CEO Jack Jia. In early 2007, Baynote's internet marketing manager submitted an article about the company, a multimillion-dollar developer of software for business websites and web applications. The site's editors deleted the entry almost immediately. Jia was a bit surprised but let the matter drop--until his director of marketing and product management, Mike Svatek, convinced him they should try again.

In July, Svatek wrote a new article about the Cupertino, California, company, keeping it factual and neutral in tone (both core Wikipedia requirements) and including a number of trustworthy secondary sources to demonstrate Baynote's "notability"--the number-one requirement for inclusion. Again, the article was nominated for deletion. This time, though, Baynote participated in the online discussion. The outcome? The article was approved.