Pinpointing the genetic basis of complex behavior is a challenging enterprise, and studies on both model and non-model insects have paved the way forward, employing novel advances in sequencing technology and functional genomics. However, behavioral traits are some of the most environmentally responsive and challenging phenotypes to measure/study. It can be especially challenging understand gene-behavior relationships outside of their ecological context, yet there are exceedingly few studies that consider how genes influence behavior in their natural context. In this talk, I will discuss a systems approach to behavioral genetics, "ethological genomics", which aims to better integrate ecological and evolutionary information by studying gene function in the wild. I will use social insect (bee and wasp) study systems as illustrative examples of the challenges and promise of this approach for the post-genomic era.