As the benefits business continues to evolve, marketing must change with it. To meet people where they are, many are turning to social media tools and seeing great results for both sales and brand recognition.

The numbers are staggering. Facebook has more than 1 billion registered users, Twitter more than 517 million users and LinkedIn more than 175 million. "This is one of the core principles of social media and why having an online presence is so important," says Ryan Hanley of Albany, N.Y.-based The Murray Group. "Conversations are happening ... so whether we use the tools or not, in order to connect with those people we need to be there."

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