One of the great things about social media is that it builds a relationship with a consumer. If you are a business, you want to use these sites for that purpose, to find your next buyer or customer through your tweets and dialogue with them. But, Twitter is more than just sending a brand message and sharing with others about your business. It is a great way to gauge what your consumers are interested in, what they want to see more of, and what they want to see less of.
You are essentially entering a two-way conversation when you are a business that has a Twitter account. The Twitter likes they give you on your tweets and on your account are telling you that what you are posting about is something positive and getting a good response. Why not extend this to more than just a post? Why not talk about upcoming services and goods that you are considering offering? The likes that you get on goods not yet released can be a pretty good indication of where your business is heading or should head. Be aware of that, then, when you are starting to utilize the site for product and service testing purposes.