If you haven’t become active on Quora already, you may soon miss the opportunity to use the platform before it gets as crowded and competitive as Facebook, Twitter, or LinkedIn. Hailed by some as the next big social media platform, this fast-growing and buzz-y question-and-answer site is a unique opportunity for marketers who want to promote the brains behind their brands.

As new marketing territory, earlyphase Quora offers an opportunity to get into a community before it gets huge. Participating early is a way to stake out territory and thought leadership in key topics; being a “top answerer” has some cache. And through its long-form, curated, and SEO-strong answers, Quora is a unique social media platform that helps you fast-track your online reputation.

First generation Quora users, aka Quorans, are wary of marketers and the surge in membership. Like many social media platforms, there are rules—written and unwritten—about promotion of products, services, and causes in a community. Basically, no one wants spam. Quorans, in particular, want quality information.

There is a happy medium—a strategic sweet spot of mutual benefits for the Quora community and marketers with a campaign. If you are going to venture into the Quora landscape, here is a primer on marketing successfully: Disclose your affiliation: If you are a product representative, say so. It doesn’t disqualify you from commenting. Far from it. There are many examples on Quora of people commenting on brands with which they are affiliated. Disclosure ensures the community has all the information about your point of view.

Respect the Quora culture: Launched mid-2010, Quora is already a strong community that emphasizes connoisseurship, expertise, excellence, depth, and wit. If you can work with or, better, add to those cultural imperatives, dive in. Good answers attract comments and can be voted up.

Some answers are even held up as the best sources of information on a topic online. Promote brains over brands: So far, Quora is designed for individuals, not corporations. Focus efforts on building an expert profile and on thought-leadership versus brand qualities and benefits. Netflix CEO Reed Hastings, as an example, uses Quora to directly address questions from users.

Tread softly: Keep to the facts and lose the hyperbole. Like other online communities, overt promotion is frowned upon. Answers shared with Quora should be information-based, contextualized, and substantiated. Rah-rah and happy spin, without foundation, is a no-no. Think neutrality.

Keep product placement relevant and reactive: If a particular answer thread is enhanced by a brand case study, use it. By enhanced, I mean that it contributes new, useful, objective, neutral, and constructive context or substance to

a line of debate. If someone posts a question with your brand in it, respond with restraint and stay open to other views. This is a discussion forum. You may correct misinformation and contribute to learning.

As an example, check out the personable responses from the founder of Friendster to questions about that brand’s decline in a category called “Questions Where The CEO/Founder Answers Personally.”

Consider options before responding to brand attacks: Especially now, as the Quora community blossoms with new members, the chance for an attack on a brand, maybe yours, is a possibility. Again, restraint reigns. Take the high road if someone slams your brand and you feel the need to reply. How would you respond if the attack were in a traditional newspaper? The same rules apply. If the harassment continues, you might want to check with your libel lawyers before replying.

Use proper channels to contact Quorans for marketing purposes: Lots of journalists are part of the Quora community. For media relations people, or headline hunters, there may be reporters who will accept pitches through Quora’s own mail system, but don’t assume it. Use the established channels. The same goes for email pitches for business and products.

Bottom line, Quora is effectively self-regulated and the referees will be quick to penalize. And that’s a good thing.

Ian Edwards has 20+ years experience in global, issues-oriented, public relations strategy and program execution.