It seems that wherever you look when it comes to social media – there is always a site or platform that is the next big thing. First it was Facebook, then Twitter, and after that everyone was all on board with Foursquare and Gowalla. Now, it appears that the first site that is generating a lot of discussion and comments in social media and public relations circles is Quora.
So, what is exactly Quora? Well, if you had asked me a few days ago, I would have said that I would not have known what you were talking about. However, thanks to my friend and social media enthusiast / manager Aaron Sachs (Symply Social), I found out what Quora was all about and started doing some research on the new site. Thanks again Aaron for sharing this information with me! 🙂
Quora is a new site where it allows individuals to post, ask questions, and start an online dialogue in answering questions about specific areas of interest (ex. crisis communications and social media) among other things. However, while there are some social media experts and professionals that are not seeing a lot of value in the new site and being a focused appeal in its reach and audience – but what I see is potential. More than that, I see another site that public relations professionals – especially crisis communications – need to be aware of and possibly use as a listening tool. While this might be something that is considered to be new or not fully develop – it is still good to be informed about it and creatively strategize ways and applications for how to use this if needed for business practices and handling various situations. Here are some other elements crisis communications professionals have to consider with Quora:
- Using Quora as an early warning sign / issues monitoring tool: Quora could indeed be a tool looking at potential issues or trends that could transform into crisis situations – so in many ways, the site could be turned into a one-stop site where crisis communications professionals can go to listen and monitor what others are saying.
- Strategic presence on Quora to sustain reputation as credible source in crisis: Quora does present a wake-up call for the crisis communications profession and discipline. Organizations have to have an active presence on these sites so they can maintain and sustain their level of credibility and trust as a professional source. For example – what happens if you are a company and realize that the messages you have been communicating to your target audiences are not as effective as a person that is posting on Quora and is perceived as being more trustworthy and an expert on the subject?
- Sharing expertise and information about industry and situation: If there is a trend where people are asking questions about a company in a situation, issue involving many individuals in society (ex. health issues, disasters, etc) – Quora can be used as an opportunity to educate and better inform the online community about a given situation. In addition, it should be viewed as being more of an interactive, real-time Q&A session for crisis communications professionals.
- Using Quora as a platform to establish yourself as an expert: If you are transparent, engaging, and able to listen to those online that have specific questions about what is going on – this will not only help your client and business – but also another tool to manage your reputation and perception in this situation.
- Educational tool for reducing uncertainty: Quora could be used in a crisis situation to better inform and educate individuals that might be stressed or uneasy about being involved with a crisis situation.
There are many more opportunities and ways to apply Quora to current business and communications practices. In my opinion – I do believe that Quora is getting a lot of attention and people are definitely discussing this online and offline. It is key to be aware of these new trends and tools that can be helpful for professionals and businesses – but it is also key to remember how these new technologies can be applied in various situations – including crises.
So, before closing the door on Quora – take a moment and consider listening and monitoring what is being discussed, and consider the possibilities that this could 1) better inform you about your target audiences in what is important to them; 2) a front-row seat to a virtual Q&A / focus group conversation where people are sharing ideas and insights about a specific question, and 3) an early tool to catch any issues that may potentially need to be addressed. Yes, it may take some time and resources – but it is better to be prepared and aware of a situation instead of completely dismissing it – and paying for it in the future.
These are just a few of my thoughts on the subject. Have a wonderful day!
Best Wishes,
Karen
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