The way Quora works is that members sign up and select some topics that interest them. They also have the option of asking questions on any topic of their choosing. Once a question is asked, it is shown to other people with an interest in that topic or to other people who are friends on Quora.
Quora’s structure avoids many of the problems of earlier question-answer formats. For instance, many past sites were plagued by low-quality content created by spammers who inserted off-topic messages into the answers section. It was also difficult to find the kind of information one needed, and individuals had no incentive to continue contributing once they found an answer.
By introducing a friend-based system, similar to a social network, Quora solves many of these problems at once. Users log in because they are curious to see what their friends are asking and responding to. They also join because they are continuously fed an interesting stream of questions that meet their interests. It can be quite addictive reading through targeted questions on Quora and answering those of interest to the user. Also, because Quora emphasizes real people, it is much harder to post spam. Quora does not allow fully anonymous usage. An individual may post anonymously to a question, but that posting can still be flagged as spam and then traced back to the user.
Quora also helps to ensure quality within its questions via a collaborative editorial system and voting. Questions can receive suggestions for improvement, as can answers. In addition, individuals have the option of voting for questions and answers that they feel are particularly insightful. Users can go back and edit their answers later, adding more detail or refinement, or they can contribute to conversations about a particular answer. Users also help organize the questions, suggesting new categories to help new people find pre-existing questions that might suit their needs.
Another reason for Quora’s success is in its single-minded focus on asking questions and receiving answers. The service is set up to work best with the types of questions that require the human touch, not those that would be answered by a search engine. At the same time, it avoids the urge to become overly complicated. Setting up a Quora account is deceptively simple, and users can begin participating right away. They are not distracted by unnecessary or off-topic features; they simply ask questions, read answers, and post their own responses.