Wikis for Financial Companies?

A recent article in BtoB offers some thoughts on how Wikis can be used in marketing. While the examples were not from the financial services industry, the article cited how IBM is planning to use a wiki to enable corporate customers to comment on new product introductions and ad campaigns. Xerox is considering using Wikis as part of its new ad campaign where it will ask users to post humorous comments about office life. One commentator points out that setting up social media is much cheaper than blast marketing. More critically, marketers have an opportunity to build a "wikipedia" about their own industry--such as inviting contributors to help build a resource covering everything anyone wanted to know about taking out a mortgage or investing in ETFs, say.