Sixty-five percent of American adults use social media websites, and the number is rising within every age group.
Sixty-five percent of all American adults that regularly access the internet use social media, recent research from Pew suggests. For businesses considering the use of a social media marketing, the potential audience and prospect pool is growing every day.

Pew measured four age demographics among American adults and at least 50 percent of three of those four audiences use social media. The lone age group with less than 50 percent social media use is the 65-plus group. However, at 33 percent, the demographic has shown substantial adoption of social channels in recent years.

Companies using social media marketing campaigns to reach multiple consumer bases should note that garnering positive engagement depends heavily on tailoring content to the audiences targeted. Younger people respond to social content differently than older people, and factoring sex into the equation will also yield positive benefits. According to Pew, 69 percent of female adults use social media, while only 60 percent of men do.

Tailoring content to target audiences can be a difficult process. However, Brafton recently reported that the development of these personas is a critical element of content marketing and social media marketing campaigns.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.