Social media marketing can provide many benefits to businesses including increased marketing effectiveness, revenues, website traffic and brand recognition. The most important social media platform is Facebook, used by 51% of marketers. Effective social media marketing tasks include creating and distributing content while engaging with and responding to followers. Specific techniques include influencer marketing, campaigns and contests to promote engagement. Examples of successful social media campaigns include Nike's #makeitcount campaign and Lay's Do Us a Flavor contest that increased sales. The Ice Bucket Challenge on Facebook and Twitter raised $115 million in donations for ALS research.