Our approach to social media analytics focuses on analyzing social media data to better understand interactions and influence. We aim to identify, monitor, track, and measure influence and reach to build dynamic dossiers and provide decision support. Some key challenges include fragmented information lacking context, use of symbols and emoticons, similar messages from many sources, and constantly changing platforms and user preferences. We use proven software like Silobreaker to monitor social media at scale and provide analytical dashboards and tools to examine specific stakeholders, anomalies, timelines, exposure, locations, and networks.