Quora is being hailed as the 'next big thing' in social networking, but what does it mean for
PR practitioners?
PR practitioners?
What is Quora?
Quora is basically a platform on which users can ask, and answer, questions on any topic. The site, which was founded in 2009, began to grow in popularity in
late 2010.
A website established around questions is not a new idea, however, what sets Quora apart from the rest is the quality of the answers provided; the sites current users are predominantly professionals who post about their area of expertise. An interactive system in which users can rate answers also provides an element of peer monitoring. Quora offers a social aspect which Drew Benvie, managing director of 33 Digital, believes contributes to its success within the mainstream market.
late 2010.
A website established around questions is not a new idea, however, what sets Quora apart from the rest is the quality of the answers provided; the sites current users are predominantly professionals who post about their area of expertise. An interactive system in which users can rate answers also provides an element of peer monitoring. Quora offers a social aspect which Drew Benvie, managing director of 33 Digital, believes contributes to its success within the mainstream market.
“Quora mixes the best of a bunch of social sites that means it appeals to a very broad audience... it is the best bits of the social media ecosystem rolled into one.”
The social aspects that Benvie refers to include; the ability to post long articles in a manner similar to blogging; contribute and organise other peoples content; and chat to like-minded people.
There are, of course, potential negative aspects of the platform: anyone can answer questions, compromising the reliability of the site. This could become more of an issue as Quora gains prominence in the mainstream market.
There are, of course, potential negative aspects of the platform: anyone can answer questions, compromising the reliability of the site. This could become more of an issue as Quora gains prominence in the mainstream market.
How does it relate to PR?
Among PR bloggers, general consensus is that Quora has the potential to be an effective public relations tool, and so, should not be ignored by practitioners. The possible uses of the platform include;
1. Brand Monitoring
PR blog PR 20/20 suggests that practitioners should use Quora to monitor their brands. Providing real time feedback and a valuable insight into the consumer
experience; the platform can also be used to interact with consumers.
experience; the platform can also be used to interact with consumers.
2. Thought Leadership
PR practitioner James Crawford describes Quora as “...a great thought leadership tool for PR people”. Quora provides organisations with the opportunity to establish themselves as authoritative on a subject; raising the profile of experts within the organisation, and allowing consumers to see the face behind the brand. PR 20/20 suggest Quora guidelines should be included in an organisations social media strategy, encouraging employees to answer questions related to their area of expertise.
3. Idea Generation
The high level of user activity, which is rapidly increasing, means that questions are responded to almost instantly. PR practitioners could utilise this by crowd-sourcing ideas, providing response from a large number of people.
4. Research
As well as idea generation, interaction with customers and other experts can provide valuable information on public opinion and reaction to actions of the organisation. This information can be gained in real time, making it invaluable to any PR practitioner.
These are just some of the ways that Quora can be used by PR practitioners. As the platform grows, and becomes more established, it's potential contribution to public relations will become more clear.
As a novice Quora user I will be trialling the site over the next few weeks and will post about my experience at a later date. Click here to follow me on Quora.
