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As social Q&A sites gain popularity, it is important to understand how usersjudge the authoritativeness of users and content, build reputation, andidentify and promote high quality content. We conducted a study of emergingsocial Q&A site Quora. First, we describe user activity on Quora by analyzingdata across 60 question topics and 3917 users. Then we provide a richunderstanding of issues of authority, reputation, and quality from in-depthinterviews with ten Quora users. Our results show that primary sources ofinformation on Quora are judged authoritative. Also, users judge the reputationof other users based on their past contributions. Social voting helps usersidentify and promote good content but is prone to preferential attachment.Combining social voting with sophisticated algorithms for ranking content mightenable users to better judge others' reputation and promote high qualitycontent.

Who is Authoritative? Understanding Reputation Mechanisms in Quora