The author argues that the biggest missed opportunity in social media has nothing to do with marketing. Instead, too many brands use social listening as a tool to observe trends in how brands are being discussed online, rather than act on these insights. This is where listening can influence the actual business, not just the marketing, with brands often using it to identify unmet needs or resolve customer issues. The author suggests that social media insights can be used as a crucial tool for improving marketing and customer experience. However, the author acknowledges that while some brands are good at listening, more companies need to be more willing to acknowledge the power of social media.