Is social media a part of your strategy for 2012?  Whether your company recognizes social media as a part of the IT strategy, communications strategy, or marketing strategy, it is no longer a nice to have, but a necessity.  Email, Twitter, Facebook, messaging, and websites are examples of tools and avenues to convey your message.  But, who is in charge of the message that understands the avenues and target markets?  Internet Evolution, a blogging site sponsored by IBM recently posted an article, Midmarket Ponderables for 2012, by Kim Davis underscoring this.    In his article, Davis states, "For many midtier businesses especially, social is a core communication channel with the market, rapidly supplanting unidirectional conventional advertising, newsletters, and email blasts".