Yes, every company needs to tune into what their consumers are saying and creating. But more than this.... organizations need to generate actionable insights and act upon these quickly.
I've mentioned in this blog for several years now that companies need to use their ears and listen to what's being said. However they also need to use the grey matter between those ears to process this information to be of use throughout the business.
So in the same way that passion or rebellion is nothing without a purpose or cause... insight is useless unless it creates actions that improve the situation for the customer (and not just the bottom line).