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Social media is today one of the biggest tools that marketers have to promote their brands. This is a particularly direct, targeted and personal means to connect with an audience. It lets you do this in a way that is persuasive, pervasive and purposeful and it allows you to create a real synergy between your marketing and your website or blog.

And when it comes to social media marketing, nothing beats Facebook. Facebook is not only the biggest social media network by far but it is also the best suited to marketing with the widest selection of highly powerful tools and the most data for you to use to find the right audience.

Whereas other social media sites provide occasional distractions, Facebook has become one of the main reasons that we go online. Its users outnumber the population of any country on Earth and those members are more highly engaged than they are on any other site.

Specifically, there are over 1.71 billion active Facebook users today, which is a 15% increase year over year. That means that Facebook is still growing, despite naysayers. Every single day, those users generate over 4.5 billion likes. And every day, 1.13 billion people log onto the site. On mobile alone, there are 1.57 billion active users. Five new profiles are created every single second and 300 million photos are uploaded daily. The average time a user spends on Facebook per visit is 20 minutes. For American’s it is twice that.

All this paints a very clear picture of a social media network that has become a huge part of our lives and that is embedded as a cultural phenomenon. At a party, you are just as likely to ask for a stranger’s Facebook name as you are their mobile phone number. Facebook is used to plan weddings, to organize stag parties, to share holiday photos and to catch up with old friends. Even employers use Facebook to conduct background checks on future employees.

What does this mean? It means that if you want to find a channel that will allow you to connect with a gigantic and huge audience, then Facebook is the best place to do that. In short: if someone uses the web a lot for shopping, then there’s an extremely high chance that you will be able to find them on Facebook. If they don’t? Well then, they’re not a particularly useful lead to begin with!