Conversational Marketing in the Age of Social Media
1) Monitoring Your Brand
Quora is a unique way to monitor your brand’s online reputation. The site’s “Account Settings” provide a comprehensive list of options for e-mail notifications. You can choose to receive e-mail messages alerting you to new questions and answers, actions of specific users, and summaries of actions relating to a specific topic. Silicon Valley analyst Jeremiah Owyang recommends tracking brand and product mentions, for it is “likely if one customer is asking questions in Quora, it’s an indicator others are too.” He further suggests escalating recurring questions or problems to the correct group within the company.
Weber Media Parents agrees, and we would be happy to work with you to develop a Quora monitoring program. We’ll help you identify FAQs, desired product or service changes, potential blog topics, or other industry trends. for more information.
2) Sharing Your Expertise
You and your colleagues know a lot about your industry – why not share this wealth of wisdom? Since corporate accounts are not possible, companies should instead encourage interested and knowledgeable parties to set up Quora accounts, identify themselves as employees, and comment on questions in their chosen area of expertise. Quora gives employees the opportunity to share valuable information with their contemporaries across the globe, and perhaps even become thought-leaders on a given topic.
These experts can be powerful spokespeople for the company, but they can also cause headaches if they are not given the proper guidelines from the beginning. A meeting among managers and the marketing team to establish ground rules – such as style guides, the discussion of new product details, or non-work-related submissions – is highly recommended before introducing Quora to the social media plan.
3) Responding to Your Customers’ Queries
Quora revolves around questions and answers, making it a powerful customer service channel. Mashable blogger Heather Whaling singles out Instagram CEO Kevin Systrom as one user who is performing this task particularly well on the site. Systrom, who created the popular iPhone photo app, provided in-depth answers to a number of questions about his company. Thanks to his clear authority and knowledge, his responses have shot to the top spot on the pages. By answering his customers’ questions thoroughly and openly, Systrom has both ensured that the correct information is distributed and garnered good will for himself and his company.
The Weber Media team is excited about this newest tool, and we hope you are, too! Share your thoughts on Quora here or via or . And please let us know if you have any questions about integrating Quora and social search into your social media marketing program.
It’s 2011, and Quora has emerged as the latest social media tool that has marketers buzzing. The site, which was launched in January 2010 with Facebook’s former Chief Technology Officer serving as co-founder, has already attracted significant attention from the top social media blogs and from venture capitalists. Quora’s innovative “social search” is being touted as “future of blogging“ and “much, much bigger than Twitter.”
Yet what exactly is Quora, and how can it fit into your social media marketing strategy? Weber Media Partners will answer these questions in a two-part series. Today, we will introduce this increasingly popular new search site. On Friday, we’ll take you through the three ways Quora can help your business.
Let’s start with the basics. Quora defines itself as “a continually improving collection of questions and answers created, edited, and organized by everyone who uses it.” Users can search the site for specific questions, browse questions by category, or post questions that have yet to be posed by a user. All users can also contribute to the answers, responding themselves or “voting up” their preferred response. Registration is free, and it is easy to connect your Quora account to your Facebook and Twitter profiles, and your blog.
Quora is a powerful tool, but it is not the most user-friendly one. The best way to learn is to practice. After creating your account, start following topics of interest to you. To do this, simply begin typing the topic into the search bar and select from the resulting list. Once you follow a topic, questions relating to the topic will appear in your activity stream (similar to your Twitter stream or Facebook news feed).
The next step after selecting your topics is to post answers or questions of your own. Click on the image at right to see an example of a Quora question and answer page. The answers appear on the page in descending order based on user votes (e.g. “up” votes make an answer rise up the page) and the author’s previous record (e.g. the higher their previous posts, the higher their answers appear).
The Quora team is quick to note that it has protections in place to prevent users from “gaming” the system, and thus negating the accuracy and value of its content. In addition to monitoring its users’ submissions, Quora requires you to use your full name to register. While it encourages users to share titles and employers as a way of verifying the source of the knowledge provided, the site does not permit the establishment of business or brand accounts. Quora has been actively removing accounts that violate this policy, including the blog Mashable‘s account. There are currently no plans to add this feature to Quora.
To learn how this new tool can help your business as part of your social media marketing plan, check back with us on Friday for the second half of our Quora series. And as always, share your thoughts here or via or .