Measurement and evaluation are vital components of social media but they are in many ways problem- atic and can appear confusing. At the simplest level, it is common to monitor traditional quantitative variables such as number of followers (Twitter) or ‘likes’ (Facebook) but these only tell a limited part of the story. Evaluation can include both an internal assessment of whether the objectives were achieved and a sufficient quality of submissions or comments were received and an external evalu- ation of whether all the stakeholders in the process felt that it was worthwhile taking part and that they felt listened to
