Today our office started up with a client calling up and asking about how to do branding using Quora. How Quora can be used to promote a brand is one of the many questions asked to social media agencies. So let’s know about Quora in detail. It is a question & answer website where questions are created, answered, edited and organized by its community of users. Founded in June 2009 by Adam D’Angelo and Charlie Cheever, former Facebook employees, it was made available to the public on June 21, 2010. According to the founders the main inspiration behind founding up Quora is that “we thought that q and a is one of those areas on the Internet where there are a lot of sites, but no one had come along and built something that was really good yet”. It has an estimated 2 million users as of January 2012.
The working of Quora is really simple – the users are allowed to ask questions by posting it. Questions are segregated into topics and users following these topics are allowed to answer these questions. Users can collaborate by editing questions and suggesting edits to other users’ answers. They can further like or dislike and promote the question and answers using the options – upvote, downvote and share. Quora distinguishes itself from competitors like Yahoo! Answers, Answers.com etc by the types of experts it attracts. From the beginning, business CEOs, Hollywood producers, and notable journalists have been answering questions from Quora users. Facebook CEO Mark Zuckerburg has both asked and answered questions on Quora. Actor Ashton Kutcher has built a reputation for himself on Quora as a tech-savvy, forward thinking contributor. He’s asked and answered questions on a wide variety of topics including tech, science, sports, and social issues.
However, Quora doesn’t allow company accounts and so it does not make sense to ask questions like “How many Top 100 brands are on Quora?”. Instead, what you can do is track how many threads are related to these brands. Eighty-four percent of top 100 brands have at least one discussion thread dedicated to them. Users can post questions in these threads, reply to questions, write reviews, rate answers, and share this content in and outside Quora. Another interesting finding is that 98 percent of the brands being discussed on Quora have more than one thread. So brands cannot promote themselves through Quora as of now, but they can measure the brand popularity by checking the activity of these threads. The discussion threads will show you which all different elements of a brand are being discussed including the products, customer service, business practices, branding, geo-specific topics, user help topics, and corporate responsibility, among others. The interesting factor is that the number of followers for threads related to the top 100 global brands stands at 1.3 million as of 2012 end.