No marketing trend is more heavily debated than social media. You’ve heard that social media is necessary for your company, but who can back that up with statistics? At the end of the day, no marketing method is truly effective if it doesn’t increase sales and add to the company bank account.

I won’t beat around the bush. Here are three compelling reasons why social media marketing is worth your investment and can reach new customers:

1. Over 70% of the United States is on social media.

No other marketing medium can offer you that size or range of audience. Chances are, your precise audience is already on social media. Social apps and platforms are continually bettering their targeting capabilities. For example, if you are advertising a cash-back offer on a new Toyota Camry, social media tools enable you to build and refine an audience of users who are in or near the market for a new vehicle, have shown interest in full-size sedans, and like the Toyota brand.

2. The number of Internet users on social media has increased by more than 62% since 2005.

If the first number wasn’t astounding enough, just look at the growth rate. We have said it over and over again: Social media is more than a trend. Usage is growing year after year. It isn’t just Millennials and Centennials on social media anymore. I’ll give you a bonus statistic: The gap in social media use between young adults (ages 18 to 29) and adults (ages 50 to 64) has decreased by more than 15% since 2008.

3. Social media marketing is measurable. 

Did you know that less than 10% of companies think they can determine ROI from their social media marketing efforts? That’s a shame, because ROI on social media marketing is measurable—as long as you’re working with a team that knows what it’s doing. Facebook, LinkedIn, and other social networks now allow users to input code within a website to track all activity that comes from social media. For instance, if someone clicks on that Toyota Camry ad and fills out a form for more information, Facebook will track the activity, proving that a lead was generated from the social media advertisement.

Like every other marketing method, social media is most effective when paired with other methods. It can create synergy. Social media is central to any successful inbound marketing strategy. A strong social media presence will only become more essential as the Centennial Generation puts down roots and the Millennial Generation secures its place in the professional world.