Quora is a very powerful, yet under-utilized marketing and brand building tool. It is community-based, and is one of the biggest crowd-sourced knowledge base. And it may just be the be the future of other knowledge bases because it’s more flexible with anonymity and it has awesome built-in expertise metrics that can help search engines better understand the quality of content. Yet, very few brands utilize it to its fullest. Today, we’ll talk about how Quora can help build your brand reputation.
How does it work?
As already mentioned, Quora is a crowd-sourced knowledge-base. One of the great features of Quora is the reviews where anyone can request other members to review anything on Quora.. provided there’s a topic for that product, company, movie, book, etc.
Quora topics work for organizing questions. You can follow topics to customize your feed. You can add many topics to one question. You can edit a page dedicated to a topic to add the topic description and the picture.
To create a topic that does not exist, simply search for it and you’ll be prompted to create one. The new topic is also created when you add your company as your workplace, hence there are a lot of brand-focused topics even for smaller companies on Quora. In most cases, if you have a moderately known brand name, your brand topic already exists on Quora and that’s definitely something you need to be monitoring to keep an eye on new discussions and comments.
If your brand topic doesn’t exist, you can create it. Note that you cannot delete it after it’s created and by creating your topic you may be inviting Quora users to discuss you.
Reviews are just another form of question and answer content on Quora, albeit with stars. Most topics on Quora have a review functionality. Some topics are not reviewable (that’s something determined and set by Quora admins) but in most cases these are generic concepts. Company- and product-related topics can be reviewed.
You can ask for review if no one did that before you:
Or you can participate in reviewing if someone has already requested reviews:
The reviews thread on Quora looks exactly as any other Q&A thread: You can upvote / downvote / comment any review. Reviews are ranked mostly based on how many upvotes they have received.
Important: You can invite people to contribute, so make sure you invite your brand advocates to say a few words about you! Feel free to review your own product but make sure you make it very clear why you may be biased!
You can also “promote” best reviews to your followers. That feature relies on your credits: The more upvotes your questions and answers receive on Quora, the more credits you earn. You can then spend those credits on promoting any answers (yours or other people’s) on Quora:
That’s all the basics you need to know to get started for now. Be sure to utilize Quora and build your brand reputation in a good way. If you have any experience with Quora, do let us know in the comments section below!