Once you're aware of the content on Quora that relates to your business, you might even be able to incorporate that into your customer support. In some ways, it could end up like an external FAQ, offering hands-on advice from users of your products, for example. If so, it would make sense to acknowledge it explicitly.
Quora is still in its very early days, so a great deal will surely change in the coming months. As that happens, you'll have to watch how the site is used and what kinds of guidelines are implemented.
As it exists right now, however, it seems to me Quora holds a great deal of potential for businesses large and small. This is definitely one to watch.
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