"Evaluation and control is an essential part of the management process. It is also the final stage, establishing how effective the business' many strategies have been. By measuring performance, the evaluation and control step tells business owners important information." - http://www.ehow.com/facts_7555862_meaning-evaluation-control.html
"Strategic Evaluation is far more demanding than planning" - https://sites.google.com/site/starategicmarketing/chapter-1-1/evaluation-and-control-of-marketing-performance On Facebook business accounts it has an evaluation to look at and make sure you are staying on top of things. It does this by showing if your outreach is up or down, and how much attention you get a week or per post. Paying attention to which posts gain the most views, "likes" and attention, helps narrow down posting about what catches attention and appeals to people's interests. Facebook also lists the number of "likes" your page gets. It would be beneficial to have goals of how many like to get by the end of the month, week, etc.