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Nowadays, social media isn’t something only young people can do. In fact, if you want to reach out to a relative you haven’t seen in years—whatever his/her age might be this year—all you have to do is log in to your Facebook account and search the name. More likely than not, you’ll find who you’re looking for.

Its ability to transcend generations and be serviceable to every age group is what makes social media an essential tool for businesses. A massive global community of users to market to is what you want for your business to gain new clients and increase profits.

But there’s not one formula to be appealing to users of every generation— first, you need to understand what grabs the attention of your prospects, and it starts by understanding the behavior of baby boomers, Gen X, millennials, and Gen Z on social media. This infographic on social media statistics will help do that.