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While social media sites started popping up in earnest around 2003-2004, it wasn't until 2007 that they became business-friendly. At this point, advertising and setting up social media profiles for your business was cutting edge … that’s phase 1 of the business cycle. By 2008, social media became a powerful medium for connecting and communicating with your current customers … welcome to phase 2. Through 2009 and 2010 customers have started to turn first to Facebook and other social media platforms to find your business – and if they can follow your competitor but not you, you may lose a customer. Social media has become a business advantage … a sure sign we’ve reached phase 3. Phase 4 is for social media to become an essential part in any business strategy … and we’re screaming toward phase 4 like a rocket.