Building authority can help raise quality scores. Kristi Hines believes sites like Quora help help. She gives us five reasons why marketers should use Quora, such as the ability to give direct answers to anyone asking about the company's business, products, or services. Social sites tend to work well to drive traffic to a company's Web site -- especially companies focused on serving other businesses. Hines runs through tactics for marketing, analytics, reputation management and more.