What Quora Means For The Fashion + Beauty Industries
Quora is another one of the social technologies that’s taking the web by storm.
As Twitter and Tumblr are now to fashion bloggers and street stylists; Quora and LinkedIn are to fashion business professionals.
Does the fashion industry need to pay attention to this new social phenomenon? Yes.
While, I’m not going to get into the pros and cons of Quora (do your own free online research), I am will tell you that you need to take time to explore it. As a fashion brand, big or small, before you approach Quora, make sure you devise a strategy to use it. This site is in it’s early stages, so you have a lot of time to figure out how to use it and how to evolve you communication with it. There’s even a longer time before you see sales conversions from the traffic.
1. Article Research & Education Via Questions: Following questions is like delicious bookmarking meets my Google reader, but so much better! I can follow a question I’m interested in, but then I can like and follow the comments in that question I found most relevant or to my liking and save them for future reference. That’s primarily what I use social bookmarking for – to find articles and posts I wish to reference or site later. With this option, I can “bookmark” and have a host of expert quotes at my finger tips!
If I want to find those insights on if Dove’s Campaign For Real Beauty was successful; the question was saved when I followed it, instead of bookmarking it.
2. Reputation Management & Customer Insights: Not only are brands and retailers going to have to add this site to their conversation monitoring duties, retail and fashion oriented dot coms and online products will as well – and that includes their marketing and PR teams and agencies. A question on the success of Mint.com had answers from it’s PR team addressing the strategy behind all facets of the project’s success as it related to user acquisition.
Currently, the are just under 150 questions that relate to Fashion. Everything from how does Gilt’s business model work, to what are the best men’s fashion magazines and the best fashion blogs, to how to find a plus size model agency in Spain.
Discovery: Quora has potential for brands to market to shoppers – online and offline. I found a question on where can a guy find good men’s suits in Palo Alto (hyper local marketing anyone?)
3. Thought Leadership & Influence Outreach: As a business or single professional, Quora lets you answer questions relevant to your expertise in a much more streamlined way than answering posts in LinkedIn Groups. Thank you Hill and Knowlton for helping lead me to this insight.
The ONLINE FASHION threads are already exploding, offering up some of the best minds in online fashion and digital strategy. Want to get a leg up on getting their attention? Influencers and early adopters are here because it’s not mainstream yet. It’s why we’re all using Instragram, Posterous and DailyBooth as well! If you want easier access, go play in new territories. I’ve already spent two hours answering and reading questions.
Things That Quora Should Improve Overall
1. Search – Searching questions and topics is extremely difficult. A dedicated search box above the fold would be delightful.
2. Revenue Model – Quora needs to devise a revenue model immediately, the later it’s implemented, the harder it’s going to be to maintain its swiftly growing user base.
Feel free to friend or follow me on Quora.