I have to be honest, I don't browse Wikipedia much, other than to get a definition for something when the site comes up in Google. But I do remember reading an ezine once about a guy creating a profile in Wikipedia and using that to promote his site. He was saying you have to be very careful about how you go about this because it's easy to get your info deleted if it looks like spam.
I think it's like anything else, if you build up a reputable profile by submitting quality information on a regular basis, you can get your site noticed by viewers reading your profile.
Interesting topic, though. I don't know much about this so it would be interesting to know if anyone else has tried this.
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