Writers have always benefited from online communities. They are places to discuss important issues that affect them. They are also places to learn. Similarly for businesses that wish to succeed in this modern world, you must have at least one social panel where you can engage your online customers and learn from them. In fact, with good management, an online community that is centered in all major social networks could save your business lots of money you could have used on surveys and advertisements.
In addition to being a market research community, a twitter panel could also be your source of inspiration for getting new ideas for your business. Some of the big brand names and especially vehicle manufacturers have always sourced names for their new models from social media networks. The same can happen to your small business, as long as you keep in touch with your social media fans. A small clothing business can for instance get an inspiration of how to model their next design from their instagram panel.