The current panel has just discussed business and SL. What resonated most as most important for brands to understand is the need to create value for residents. In the spirit of other social media, collaboration, open dialogue and building valuable experiences are key deliverables.

What's not worked out is any consensus of how active participation by big brands may affect the cottage industries growing in the space. Some in the audience fear the corporatisation of the space. One panelist made a parallel with the early internet where the involvement of traditional business was viewed among early adopters with scepticism.

For the panel, at least, big brand involvement will come and success will be built on harmonising with the needs of residents.