When a shopper asks or answers a question on Social Q&A - it's entirely possible to reward that customer. Under
Social Q&A > Settings - you can find an option to turn on loyalty and coupons
You will need to have coupons enabled and actually create a coupon campaign that will be highlightable in the sectioned area. If you have never created a coupon campaign - you can do so by going to Store > Loyalty
Answering a question
Your customer has two ways they can get awarded a coupon when answering. When they answer ON your site - if the answer is approved - they can get a coupon.
You can learn more about creating coupon campaigns here.