Social media has exploded over the last few years, and its growth has without doubt provided a wealth of benefits to businesses worldwide. One potential drawback for companies, though, is the damage that a single customer can do to a brand simply by logging in and posting to any number of social networking sites. The destructive impact a negative review can have on your business is a very real concern—and one your company should actively be working to address. In the current marketplace, understanding the scope of social media is vital, and the first key to grasping its reach is recognizing the rate at which it is expanding. You may find the following statistics surprising, but they are crucial to keep in mind when contemplating your business’s marketing strategy.

For instance, according to Nielsen, YouTube (News - Alert) reaches more 18-34-year-olds than any cable network. Anybody with an opinion about your business can reach a huge swath of this important demographic simply by posting a video review or a video addressing commonly asked questions.