Why is it important to fuse social media with communication?

I have been following my local Newspapers and News stations on twitter for quite awhile now, they give updates on what is going on in the area from the weather to breaking news about events that have taken place. I think that it is important to fuse social media with communication because everybody has some form of social media and will see the news at some point in time. They are meant to be together in my opinion they have to to have each other in oder to function properly. Communication is very important in almost every situation or event that takes place, you need to know how to communicate appropriately and make it meaning full, the way social media gives you the opportunity to say what you want my be a little to free rein but you get to see the way people really are and how they react in situations.