If you are a Boomer like me, I'll bet you had a bicycle. That bicycle was an integral part of your life. Everywhere you went, that bike got you there. It would take you farther and faster than any other means available to you. You and your friends got together and worked on your bikes. You and your friends went everywhere on your bikes.
Now consider Generation-Y. (Did you know that as of 2010 they outnumber us Boomers?) They grew up with MySpace. To them, social media is their bicycle. It is an integral part of their lives and plays a role in almost every activity. It is a critical tool for getting information and making buying decisions.