Note: The following is a guest post from Chuck Hemann, the research manager at Dix & Eaton, an agency in Cleveland, Ohio. It is the first in what I hope becomes a series of guest posts from social media thinkers working in agencies and firms around the world. Perspective from the front lines, if you will. It is 100-percent inspired by Chuck’s persistence in pitching the idea of the five Ws of social media listening concept to me. I finally just said, “Why don’t you write it?” He did. Here it is.