There's a reason one hears more talk these days about whether social media or social communications are "substitutes" for "unified communications."
As it turns out, many business users see social media as complementary to unified communications, though in some cases, social tools are used as a substitute.
In the consumer world, social media hubs such as Facebook and Google+ are taking on the role of the personal communicator, social networker, entertainment curator, search engine and directory.
But voice, messaging and video are becoming parts of overall app functionality.
In the business market, there are similar trends. In most cases, social media and collaboration tools are viewed as a natural part of unified communications and are formally deploying it as part of a UC roll-out.