Founded in 2004 by Harvard drop-out Mark Zuckerberg, Facebook continues to remain a relevant social media powerhouse. Its mission is “...to give people the power to share and make the world more open and connected.”

The statistics for Facebook are incredible.

• 968 million daily active users on average for June 2015
• 844 million mobile daily active users on average for June 2015
• Approximately 83.1% of our daily active users are outside the US and Canada
• 10,955 employees worldwide

Millennials aren’t the only ones using this medium. Parents are on it. Grandparents are on it. Restaurants have pages. Businesses have pages. Universities, sports teams, garden clubs…they all have pages, and the list goes on. Facebook can be used to connect people, places and things all with the click of a mouse.

So why is Facebook still relevant today? And how long will it still be relevant?

According to Social Times, Facebook is one of the “biggest powerhouses in tech” even when compared to huge names such as Google and Apple. Some, however, will argue that Facebook is actually losing its steam, but I beg to differ (at least for now). Here’s why:

Connecting Generations

Think of another social medium that has been successful in connecting those of different ages. Or, even more simply put, think of another social medium that grandparents are using. The answer is there are none.

Facebook, although declining in popularity among teenagers and young adults (note: Facebook was started under the premise it only be used for various college students), is doing extremely well in gaining more active users who don’t fit into the millennial category. And, younger generations are still using Facebook, but just not to the extent they used to. The daily users and social interaction is coming from the older generations; they see Facebook at the ultimate way to connect, share and interact with each other.

Adults see it as a way to keep up with old classmates or colleagues. Some, like my parents, use it to post pictures of their lives to share with family members or friends who live across the country. Others use Facebook simply as a news resource. Either way, it’s a medium for connection.

Connection to Marketing

One of the biggest concerns for businesses or industries looking for ways to market to their consumers is finding a way to connect with them. I bet you can see where I’m going with this.

Facebook’s ability to connect people of all generations in different locations opens a window for better social marketing.

I’m wrote this post under the assumption that most of you AV insiders are already familiar with Facebook — the settings, profile basics, how to post statuses. I would like for these next few posts about Facebook to be more in-depth conversations about how to effectively market through this social medium. Stay tuned.