How to Use Quora
It's important to note that Quora currently won't let brands or companies set up organizational profiles--though there are a few exceptions that apparently slipped through. A better way to participate is through the profile of a high-ranking executive or spokesperson.
In any case, here are a few ways your company could make use of Quora:
Once you have a Quora account, make sure you follow topics including not just your company name but also any relevant products, issues, competitors and even specific users. That way, when something comes up that matters to your business, you'll not only know about it early, but your designated Quora user can contribute knowledgeable answers and information, as appropriate. Make sure you don't confuse information with spam or a sales pitch, though--that will quickly get your answers voted down or eliminated.