Social media can be an effective marketing tool for businesses. It allows customers to engage with a business and ask questions online rather than only at in-person events. This interaction could turn a customer into a lead and eventually several new leads for the business. Social media also provides analytics that measure return on investment and show which platforms are driving new visitors to a company's website. Popular social media sites include Facebook, which over 93% of US adult Internet users are on, and Pinterest, which has seen daily users increase over 145% since 2012.