While social media marketing has proven, in many cases, to be an effective way to reach a wide audience, many businesses using the technology have also found it can be a useful tool for catering to specific demographics.

While social media marketing has proven, in many cases, to be an effective way to reach a wide audience, many businesses using the technology have also found it can be a useful tool for catering to specific demographics and creating a meaningful dialogue with them.

In a recent interview with ClickZ, Michael Edwards, director of digital and experiential marketing at direct selling company Amway, said his 50-year-old company is now using Facebook as a means of promoting its merchandise, which primarily consists of beauty and health products. However, rather than use the same tactics as it would when selling door-to-door, for example, Amway has taken a different approach with its social media campaign.

According to the news provider, the company uses Facebook to create customized social media characters that interact with customers. These characters have become the voices of certain brands, and they look to engage consumers through social media networks and let them know of any new developments with certain products and services.

The growth of social media is undeniable, drawing in a more diverse user base all the time. With the recent launch of Google's own social network, Google+, social and SEO marketers now have a new channel through which they can generate business. With such features as Circles and Hangouts, the new social network has marketing potential. Still, it remains to be seen whether it will gain user adoption.