In today’s fast paced world, virtual social networking has always strengthened existing relationships, and continues to provide a foundation for border-less communities based on common areas of interest.
Some people like to share with others what they know. Some people like to learn by reading questions and answers. Q&A sites offer that kind of information from experts or from everyday people. Q&A sites have grown immensely in the last few years. People are, more than ever, turning to the internet to get quick information about any topic through these Q&A sites.
It’s kind of asking your neighbour, coworker or friend a question and getting a written answer. There are some questions that cannot be answered by even the best reference books or encyclopedias. They need a human expert that can understand a complex relationship.
Opportunity for Brands to be Human.
This provides a great opportunity for Brands to participate in conversation with people who are looking for information about products they manufacture or services they provide. Q&A sites work great for this, because people are already asking the questions.
Brands are driving leads using Question and Answer forums like LinkedIn Answers, Yahoo! Answers and Answers.com. LinkedIn Answers dominates the category usage, claiming 59.2 percent of use for companies participating in at least one Q&A forum. Yahoo! Answers is a distant second at 37.1 percent.
(Source: Social Media Best Practices: Question & Answer Forums. Business.com)
Providing quality answers and links to relevant pages can help Brands in the following ways:
- Direct customers (and potential customers) to accurate information about your product.
- Connect with people in the market, build reputation, and generate leads.
- Provide links back to your site. Some of these links are Follow links, and thus also provide SEO value.
Also, the Internet has a reputation for being shady. You need to let readers know why your answer is reputable and why you’re the right person to answer it. This gives Brands a greater credence and integrity to the response, and a higher likelihood for a recommendation or a vote up. It is this process of informing and educating the general audience that can help the brand establish “Thought Leadership.”
Who is listening to the Brand?
In a recent Business.com study, 49% of companies that use social media said they ask questions on Q&A sites. Only 29% said they use Twitter to find business-related information. Among those who use Q&A forums, 92 percent say they are at least somewhat useful with 25 percent claiming them to be “very useful.”
(Source: Social Media Best Practices: Question & Answer Forums. Business.com)
How do Brands use these sites?
The general rules of social media apply here too:
- Help others
- Build relationships
- Push your products and services while answering somebody’s question or request.
In Q&A sites, the starting point is that somebody asked the question that you’re answering.
Specifically you shoul:
- Search the Q&A sites for questions about your subject, and browse the relevant categories.
- Answer questions fairly and accurately. If appropriate, mention your product or service, and / or link to a relevant page on your site.
- Follow up & interact where appropriate. Use these sites’ message boards to see if you can be of further help, or to congratulate another contributor for a great answer.
Fill in your User Profile, showing why people should like and trust you. You can also usually link to your site from your User Profile.
In essence, the best practices is to be helpful first, don’t go in trumpeting your sales pitch and focus on long-term relationship building and benefits rather than seeing a sudden influx of leads. An answer should simply touch on all prominent points that deliver a comprehensive, well structured response to a question.
The best part of the Q&A sites is that, they are Search Engine Optimized. This helps in increasing the visibility of the brand. More importantly, it is a credible way of highlighting your product range without sounding like advertising. And finally, Q&A sites are helping Brands become more human. It has allowed a Brand to be the friend you turn to when you have a query. Objective Achieved!