Some businesses believe that social media channels are not fit for their communication needs. However, social media channels can provide way more than just business conversions to any business. Social platforms offer an extremely flexible way to communicate with stakeholders as well as a highly valuable snapshot of your brand and products health. From prospects to leads, from customers to employees - including enthusiasts, evangelists, haters and trolls - social users are constantly telling the status of your brand. Running a periodic check-up of your social media presence can provide unique feedback to optimize or repurpose your content, tone of voice, style and, not least, your overall business offer and the related communication strategy. During the presentation we'll look at how to build a social performance dashboard with actionable insights, easy to understand for different internal stakeholders.