Businesses that are taking advantage of social media may be missing an opportunity to reach more women and older consumers, writes Mikal Belicove. Data from the Pew Internet & American Life Project shows 65% of adults regularly visit sites such as Facebook and LinkedIn, and 51% are more than 50 years old. The largest number of social media users, though, are women and adults under 30, with 48% of them signing on daily.

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