By far the biggest benefit of using these platforms such as Twitter and Facebook is the ability to build a community around your cause. Sell a tire cleaning formula? How valuable would 100,000 gearheads be to  your business right now? What if you could have them help you develop the product, test it for you, and then spread the good word to ten friends each? If every person did this for you, you’d have a million people talking about your product, last time I checked that’d make you some serious dough, and wouldn’t hurt your brand equity either.

Community is about engaging, it’s about listening, and responding appropriately. Not just blasting off about your new idea or invention, it’s about caring for others. Do this, and you will help your brand in such a way it’s hard to put into words, let’s just say you will always have people willing to help you accomplish your goals if you’ve worked hard at helping them accomplish theirs.