Sun Life Financial runs many social media campaigns and uses many different methods to track their efficacy with social media metrics. The purposes of their campaigns ranges from creating brand awareness, having people consider one of Sun Life’s products or services, or conversion. Conversion would mean that a client has taken an action such as: set up a meeting with an advisor or downloaded an app. (A. Guselle, personal communication, November 13, 2017) By using the tools at their disposal, such as the analytics that are available within the social media platforms, Sun Life is able to demonstrate how the social media team is reaching their goals.