Online community management provides a richer social experience for online panelists. It discusses how online behaviors are changing as people spend more time on social networks. Traditional survey methods are becoming less effective with lower response rates. The presentation introduces Toluna.com as the world's first online social voting community, which harnesses social media to drive engagement. Key features include personal profiles, member polls and debates, and real-time results. Benefits are outlined for panelists, agencies, brands, and Toluna. Challenges faced and lessons learned are also reviewed. The social model informs new product development and reduces costs while increasing customer insights.