Mike Isaac

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Quora Debuts Embedded Quotes to Better Court Publishers

Quora announced a new function on Monday that allows third-party publishers to more easily highlight Quora content on outside sites.

With “Embedded Quotes,” publishers can now click an embed link from underneath Quora user entries and take a snippet of code to insert in their sites. It’s an easier, faster option for outsiders, and presents a fairly attractive bit of Quora content for third-party platforms to display on their sites (check out the screenshot here).

It’s much akin to Twitter’s similar pitch for “embedded tweets” last year; again, a streamlined way of sticking content inside third-party sites. Quora’s pitch positions it as a better way to expand its users’ authorial presence outside of Quora.com.

But it’s really about executing a growth-stage tactic: Expanding Quora’s presence outside of its own site. Make it easier for publishers to feature your content on their sites and they’ll do your product evangelizing for you.

It’s also a much-needed bit of good publicity after the company debuted its “Views” product earlier this month, a move by Quora that put on display all user reading activity for others to see, much to the chagrin of Web privacy wonks. Still another growth-stage move, Views was made to foster activity inside the site itself. Unfortunately, pushing everyone into Views by default left a bad taste in the mouths of many.

Embedded Quotes is a simpler — and much less controversial — way of achieving growth. Now we’ll see if publishers take the new feature up.

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I think the NSA has a job to do and we need the NSA. But as (physicist) Robert Oppenheimer said, “When you see something that is technically sweet, you go ahead and do it and argue about what to do about it only after you’ve had your technical success. That is the way it was with the atomic bomb.”

— Phil Zimmerman, PGP inventor and Silent Circle co-founder, in an interview with Om Malik