Social media is now a mass-market. Millions of consumers are sharing opinions about local businesses and are expressing needs such as "I'm bored" and "Can anyone recommend a good restaurant in Boston?" Needium monitors social media sources and discovers local business opportunities based on consumer needs and life events. It also listens for merchant name mentions in social media. We surface that information in a Web-based dashboard where Needium community managers (yes, humans!) engage in conversations on behalf of the merchant (using the merchant's own social media presence). We basically invite consumers to come visit the local advertiser to fulfill their needs.