Quora: Five challenges and solutions for brands

Over the last few days Quora, the 'question and answer' community, has enjoyed a huge surge in interest.

I created a Quora profile a few months ago after reading about it in a few blog posts with people predicting that it would be the next 'big thing' in social media.

But, like most new platforms, an active community needs to be in place before it becomes useful (a classic chicken and egg scenario) so I didn't revisit it again until today.

Now that it is adding users it is time brands started to think about how they'll participate on the platform.

Here are some initial thoughts from me, and hopefully you'll add yours to the mix...

Quora - why brands need to take notice

The premise is simple: People ask and answer questions about a variety of topics.

These questions are often about products and services which, in effect, extends the Q&A forums most brands house on their websites / blogs.

This gives brands a chance to answer questions posed by customers, ensuring the correct information is provided and misinformation is managed.

Quora allows users to justify why they are best placed to answer questions on certain topics, adding weight to responses given.

Quora - external engagement agents

Quora is the latest example of why brands need to authorise at least one member of staff to take part in conversations off their own platforms.

The obvious choice is a community manager (if you have one) or for bigger organisations subject specialists might fill this role.

Quora - linking to 'owned' channels

It makes sense to highlight the members of your team authorised to answer questions on behalf of your brand on your own channels.

There are a few reasons for this, but primarily, it will authenticate answers provided on Quora and discredit any brand-jacking attempts.

Quora -  content curation and facilitation

In most cases, brands should have the answers to questions asked on Quora, so the facilitation of this process will not requires masses of 'new' content.

Fortunately, external links can be featured in responses so users can be directed to content on owned channels without too much hassle.

Quora - adding value

Quora is a great example of platform that lends itself to natural value adding behaviour.

It is still early days, but I imagine lazy users will predominantly use Quora to ask questions as opposed to answering them.

This is the clear opportunity for brands.

This is essentially an open invitation for brands to engage with users who have 'opted in' to receiving correspondence.

Obviously, if brands attempt to sell when engaging their efforts will be in vein, but when conducted appropriately goodwill will follow.

You can find out more about Quora here.

Over to you!

What other challenges / opportunities have you identified?

Do you think brands will be quick to recognise this platform as an opportunity / threat?

Add your thoughts to the comments section below.

Adam

COMMScorner.com is the blog from Adam Vincenzini which focuses on social media and PR. Connect with Adam on Twitter or subscribe to his blog. If you'd like to view this blog on a mobile device, visit COMMScorner.mofuse.mobi.

Rewind 2010: Social and digital media review

A special free report looking back on 2010 is available here

Social and digital media hogged the communications spotlight again in 2010.

While the noise was constant, the number of actual developments that had an impact weren’t so plentiful.

To help put it in perspective, myself and the team at Paratus Communications have pulled together a pack that looks at:

The 10 BIG trends from 2010

Smaller, but still important developments

Some of the trends we explored included:

• The powerful new platforms that are making self publishing even easier
• The untapped riches of hidden data
• Content put in context
• Rewards on the rise

The summary of key events from the year in the second part of the report will also come in handy for anyone wishing to catch up on everything that has happened in the last 12 months.

Rewind 2010: Social and digital media review

View more presentations from Paratus Communications.

Whether you manage a brand or simply just enjoy the social media space, the presentation available here will ensure you are ready for 2011.

Enjoy!

Adam

Note: Going into 2011 you'll find me blogging more regularly at ParatusCommunications.com where I'll be focusing on the impact social and digital media is having on brand guardians.

This blog will focus more on the impact social and digital media is having on communicators and enthusiasts.

COMMScorner.com is the blog from Adam Vincenzini which focuses on social media and PR. Connect with Adam on Twitter or subscribe to his blog. If you'd like to view this blog on a mobile device, visit COMMScorner.mofuse.mobi.

Package. Place. Ping. The new content facilitation model...

I find the obsession with blogger outreach a little curious.

Bloggers (in their blogging guise) are not the most important parts of the social media system.

No, the most important cog is the respected sharer.

This is a person that has built up a loyal network based on the information he / she shares via Twitter, Facebook etc.

These people have, in effect, become the 'new' newsagents - hand-picking content they feel will be valued by their communities, and giving that content a chance to reach a wider audience.

Some good examples in the social media space include: @AskAaronLee, @DannyBrown, @Flipbooks and @GemmaWent - between these four people, there is a potential reach of 200,000 people via Twitter.

Now, call me simplistic, but it would make sense to add value to these guys by providing them with content they might like, in the way they like it.

And, it definitely isn't a 10 paragraph email pitch.

Package. Place. Ping.

This is the very basic process I'm using (more and more) when I have content that I think might be valuable to the social media eco-system.

But 'ping', often the most direct element, can't happen until the first two steps are complete.

Package - the foundation

Sending someone embedded words in an email in this day and age is virtually pointless - how do you share an email?!?

Always ensure your content is available via a live and accessible link.

Then, take it a step further.

If it is housed within a blog or media centre, sum up the value / usefulness of that content as soon as the reader visits the page.

It could be as simple as a really well sign-posted introductory paragraph or a visual that tells the story in a split-second.

Why?

Treat these sharers like news editors.

They are short on time but hungry for good stuff - make it easy for them to see the value and increase the chances of your content being shared.

Place - the in-direct push

How easy are you making it for people like Danny, Blair and Gemma to find your stuff?

Apart from going direct (which we'll touch on in a second) there is a lot you can do to get your stuff noticed without forcing it down someone's throat.





Tactic one: Aggregation

Is your blog featured on Alltop?

Dubbed as the online magazine rack for blogs it is a really popular place for sharers to visit to find new and interesting information to share.

Alltop is broken down by category so if you wanted to put your content in from of people passionate about design, you could do a lot worse than have your blog featured there.

It is pretty straightforward too - just follow the process at Alltop.com.

You may not bear fruit from this approach every week, but you're not robbing yourself of an opportunity either.

Tactic two: Pay attention

@AskAaronLee will quite often ask people via his Facebook page if they have any good links to share.

He's asking for content, so give it to him.

It doesn't always have to be an email, use a method that suits the sharer you'd like to reach and your odds will increase.

Tactic three: Participate strategically

There's nothing more off putting than being sent a link via Twitter on the back of a semi-related conversation to a post you have just written.

Basically, it wreaks of desperation.

So, flip it. Align your Twitter participation with the purpose of your blog.

For example, you might be passionate about location-based services. If you add enough value into the eco-system about that topic you will eventually find people will search out your thoughts and opinions, primarily via your blog / hub.

It requires patience, but it is much more sustainable and valuable.

There are plenty more ways of doing this too.

Ping - delivery (plus)

This is almost pointless in reading unless you are committed to building solid, two-way relationships with your community members.

Now, let's assume you've packaged the content appropriately, and the more in-direct placement methods haven't come to fruition.

It is time to directly deliver your shareable gold.

This comes back to knowing what the sharer is interested in.

In developed relationships, it might simple be a DM via Twitter that says: "Hey Blair, I thought this one might be for you? <link>"

In less developed relationships, an email might be the best route, but again, think about the recipient.

"Last week you shared a few links on social media strategy - I wrote this up <link> about the evolution of social strategy and thought you'd find it worthwhile."

That is one sentence.

It is a 'take it or leave it'.

All you have done is saved that person a bunch of time by putting something in front of them they are interested in - you are not creating work for them.

And most importantly, you are not asking them to write a post about your topic.

(Eventually, if you are creating enough good content and doing other things like adding value to your communities the direct placement isn't something you'll need to do - your community will do it for you)

What so different?

Call me cynical, but I don't think this is very different to what PR people have been doing for a long time.

The only difference now is that we have channels that can get our fully composed thoughts to a wide audience without someone else having to write them up on our behalf.

So, next time you want to get something in the eco-system, consider this approach - it just might kick-start an avalanche of interest in your content...in the exact form you created it in.

Do you create content thinking about how it can be shared in its original format?

Or, do you want someone else to do the hard work for you?

Adam

Images courtesy sxc.hu

COMMScorner.com is the blog from Adam Vincenzini which focuses on social media and PR. Connect with Adam on Twitter or subscribe to his blog. If you'd like to view this blog on a mobile device, visit COMMScorner.mofuse.mobi.

Participate responsibly: A social media warning label

'Drink responsibly'. 'Drive safely'. 'Cross with care.'

These messages aren't just aimed at protecting you, they are designed to help you protect other people.

Perhaps protect is the wrong word.

But, at the very least, these messages are in place to remind you that your actions can have a direct impact on the livelihood of others.

Now, I'm not going to suggest irresponsible social media behaviour can lead to some of the consequences of alcohol misuse or driving dangerously, but I'm not sure if people who participate in social media consider the implications of their actions on others.

Guess what? They really need to.

Access or Excess

We are lucky to live in an era where anyone can participate and be part of the information gathering and sharing eco-system that is social media.

You don't need to be a trained journalist to have a blog. You don't need a writing degree. You don't need to know how to operate a complicated video camera.

You just set yourself up on some free platforms and get to it.

But I have lost count of the number of times this year where I have seen people publish questionable information.

Sometimes, it can be as simple as a publishing a misrepresented tweet from a live event.

Or, it could be an innocent assumption made in a blog post based on a google search of available information.

The point I am trying to make is that if you want to take part in social media and enjoy its benefits, you have a duty to act responsibly too.

Your 'innocent' claim, if believable enough, can create major reputational challenges for people connected to what you've said.

Brands are often the biggest victims of this behaviour.

But it is a real person who has to deal with the claims you are making, not a robot who will spit out an automated response.

How would you feel if the shoe was on the other foot?

What can you do?

For starters, get familiar with the ethics of social media participation.

CyberJournalist.net has developed a code of ethics adapted from Society of Professional Journalists Code of Ethics which is really useful.

Amongst the the blogging code (which can be read in full here) are three main pillars:

1. Be honest and fair
2. Minimize harm
3. Be accountable

While I think the majority of social media participants act with these points in mind, many do not.

The onus is on each individual to participate in a way that adds legitimacy to the eco-system, not ruin it for everyone else.

Perhaps social media needs to come with warning label?

Or maybe, like a good bottle of wine, the good ones organically grow in stature over time while the others end up in the bargain bin.

What do you think?

What score out of 10 would you give yourself this year based on the criteria listed?

Can you improve in 2011?

Images courtesy of sxc.hu.