Ed Horton, of Horton & Sons Plumbing, Started Using Social

Multiple Choice

Ed Horton, of Horton & Sons Plumbing, started using social media to promote the family business about six months ago. He's been posting plumbing and other home maintenance tips on Facebook, Instagram, and Pinterest, but his website analytics show that far more visitors are coming from Facebook than the other two platforms combined. This measure of _____ indicates that he should focus his social media marketing efforts on Facebook.

A) activity and traffic
B) engagement
C) conversion
D) click-through rate