I recently mentioned a case of brand hijacking via social media. While that episode marked the use of bloggers defaming a company's image, here's one that makes use of Wikipedia. This is not an uncommon occurrence.
Today's case in question is the Wikipedia entry on PhRMA, which so blatantly anti-pharma that its neutrality need not even be disputed. Just take a look at the "Company Operations" section - it focuses almost entirely on PhRMA's lobbying efforts.
Even though the pharmaceutical industry is under attack as much as Big Oil and Big Tobacco - and don't even get me started on the unfairness inherent in that co-categorization - they should be aware of the social media implications. Someone from PhRMA - even a communications intern, for God's sake - should be monitoring major sites like Wikipedia for this type of one-sided information.