• How-to

It may seem as if almost every month there is a new social networking site being launched. But as a business owner, it’s important that you have an integrated social media strategy that involves all the key players. Launched last June, Quora is a question and answer service (a la Yahoo Answers or Google’s Aardvark) that can act as a platform for companies to interact with customers.

The questions that are posed on Quora range from pertinent to downright absurd. As a business owner, you should be able to separate the wheat from the chaff. In other words, use the tool effectively to promote your brand and increase sales.

Quality content
This one’s a no-brainer. What sets Quora apart from its predecessors is not only its stringent rules on quality but also its high-profile users that range from entrepreneurs to tech experts to decision-makers at corporate giants like Facebook and Google. Ask the right questions and follow those that deal with the area that your business operates in. Make sure your answers are well thought out and helpful.

Be a thought leader
This is a direct consequence of the above pointer. When your answers reflect a deep knowledge of the subject, the Quora community will sit up and take notice of you. This way, you can mould yourself (and your company as an extension) as an expert in the field which is chosen by you.

Market research and competitor analysis
Quora is still in its infancy stages but you are sure to find competitors and data/information relating to your industry. Keep an active track of your competition; the questions they are following and the answers they give will provide further insight into how they work. On Quora, you can also further understand consumer needs and industry trends, thus helping in product development and ultimately sales.

Build customer relationships
It cannot be stressed enough how as a small business owner it is vital that you interact with customers. It makes them feel valued and this in turn generates a feeling of loyalty in them. Quora is a great tool for this as it allows you to follow questions that customers pose and answer them in the best possible way, hence not only making them aware of your business but also increasing your credibility.

Integrate with Twitter, Facebook
To sign up with Quora, you will need to log in via your Facebook or Twitter ID and the site allows you to share your questions and answers on both social media sites. With both Facebook and Twitter more deeply entrenched with users, this can help in distributing your content to a larger audience.

©Entrepreneur May 2011

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company, Facebook, Google, Quora, Yahoo