The majority of Americans are social media users, making social media a critical marketing tool for any business owner. Although it has been around for decades, social media has evolved in recent years into a significant influencer during the consumer decision-making and purchase journey. When considering purchasing options, younger generations — particularly individuals between the ages of 16 to 24 —use social media more than search engines to research brands. That’s just one reason 88 percent of marketers agree their social media strategy positively affects their bottom line.

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