Quora Content Quoted in More Than 30 Articles Per Week


It seems with so many social platforms helping journalists do their jobs – LinkedIn and FB Newswire, to name a couple – there’s always room for one more.

Enter Quora.

The question-and-answer site was founded by Adam D’Angelo and Charlie Cheever, two former Facebook employees, in 2009. Its success is driven by an engaged user community.

Each user must register with a real name or a Google, Twitter, or Facebook account before posting or answering questions. Answers then are edited, organized, and managed by Quora users.

I started thinking about Quora a few weeks ago, when Gigaom ran a story about the social platform raising $80 million and likely using it toward international expansion.

Alex Wu, head of product marketing, communications, and partnerships with Quora, said journalists are using Quora content to the tune of more than 30 stories across 25-plus unique outlets each week. In addition to using the site professionally, journalists also contribute personal knowledge on Quora, Wu said.

Wu cited threads like, “What is the culture like at the New York Times?”, which shows unique insight into a day in the life of a working journalist.

He also shared a couple examples: Nicholas Kristof, of The New York Times, has answered multiple questions about working for the publication. Ezra Klein, formerly of The Washington Post and Bloomberg and currently at Vox, contributes to Quora both about his profession and his personal passions.

How else are journalists using Quora? It comes down to these three ways:

  • Content. Quora has in-depth content on more than 500,000 topics.
  • Research. Journalists perform research on content evenly spread across five categories – technology and business, politics and economics, entertainment, life advice and other diverse news and interests.
  • Sourcing. Reporters also have cited Quora content as a first-hand source in stories.

Quora: Which blogs help journalists

Because people write in-depth and high-quality answers on Quora, Wu said: “It’s not uncommon for us to see journalists republish our content in full, almost like a contributed article.”

To that end, Quora also has established publishing partnerships with top outlets, including Forbes, The Huffington Post, and BBC, who publish regular Quora contributed stories.

So far this year, Quora has seen more than 400 stories that have been directly influenced by its content. Some examples include:

Active writers on Quora can receive upward of 10 million to 15 million views annually. And while Quora doesn’t have an exact figure on the number of active journalists there, a portion of its users have been identified here.

As far as growing internationally, Wu said the company has plans for its recent $80 million in financing.

“We hope to accomplish four main goals with our new funding: Improve Quora as a product, grow internationally, scale up our infrastructure, and most importantly, ensure that Quora lasts forever,” he said. “We are hoping to hang on to most of the money raised as insurance so that we can continue our goal of building a permanent and independent product.”

Incidentally, Quora’s D’Angelo recently answered a question about how the financing fits into future goals.

Join us this Thursday for a Google+ hangout: How Journalists Can Use Google+ to Build Their Brand

Christine Cube is a media relations manager with PR Newswire and freelance writer. Follow @cpcube or give her a shout at PR Newswire’s Google+.

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