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When companies and individuals first began adopting social media for business purposes, they had very clear goals in mind: drive traffic and make direct sales. They were often robotic and impersonal; they might as well have flashed a billboard that read, “Go to my website! Buy my product!”

But social media marketing has evolved, according to Amy Evans, president of Colibri Insurance Services. Speaking at BenefitsPRO Broker Expo, held last week in San Diego, Evans said the key trend today is engagement. She cited a 2018 study conducted by social media platform Buffer that found engagement (42 percent) is the top way to measure ROI from social media advertising, followed by leads (17 percent) and sales (15 percent).

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