This document discusses the evolution of social media listening and how organizations have used insights from social media for different business functions over time. It began with public relations and online reputation management. Then it expanded to customer relationship management, marketing and lead generation, operations management, and human resources. Specialization developed in areas like business intelligence, product development, and law enforcement. The document presents the IR6 framework for organizing customer ideas and feedback into categories to inform strategic and tactical decisions. These include ideas for new products, marketing messages, customer retention, reducing issues, and removing problematic features. It argues social media insights can help with crowd-sourcing innovation, proactive support, product changes, and strategy adjustments. Finally, it mentions some specialized use