In the age of social media, you can use Wikipedia -the world's online encyclopedia – as a marketing tool. Small businesses are find that getting a listing in Wikipedia can help validate their existence and more.
If you're consumer-facing, it's important to be in Wikipedia, it's a way of proving legitimacy, and not being in there has become something of a stigma. People go to Wikipedia to find basic information about your organization, and if they don't find it, they think, ‘Why should I pay attention to you?''
If getting into Wikipedia is highly desirable, it also seems close to impossible to many companies who've tried.