Social media now permeates almost every aspect of our lives, from how we manage relationships to the way we shop and work. It is not surprising, then, that the private sector has long recognised its potential as a route for influencing consumers. Campaigners, too, are beginning to recognise its power as an advocacy tool. Social media offers much more than traditional media; it is free, allows campaigners and marketers to reach far more people and gives a voice to those that otherwise might not have one. In addition, platforms such as Twitter enable direct engagement with individuals and groups who have the power to effect change.