SmartPulseSmartPulse — our weekly nonscientific reader poll in SmartBrief on Social Media — tracks feedback from leading marketers about social media practices and issues.

This week, we asked: Does your company have a position solely dedicated to social media management?

  • No — 58%
  • Yes — 42%

This past week, HootSuite’s Ryan Holmes wrote that a “sea change” in business social media use has resulted in social tools becoming “everyone’s responsibility.” This week’s poll certainly reflects that trend. Even if social media is a big part of your job, the (short) era of it being the only part of your job is clearly on the way out.

But this also could be an issues of size. If you’re a company as large as Procter and Gamble or SAP, for example, having a dedicated social media manager, or even team, makes sense. After all, if social is everyone’s responsibility, who’s making sure that “everyone” is staying on the right track? (read more…)

SmartPulseSmartPulse — our weekly nonscientific reader poll in SmartBrief on Social Media — tracks feedback from leading marketers about social media practices and issues.

This week, we asked: Are you confident that your social media accounts are secure?

  • No — 80%
  • Yes — 20%

News that a West African hacker accessed and published Twitter log-in details that could have allowed access through third-party apps was just the latest in a string of headline-grabbing social media breaches. Although most hacks aren’t like to cause the stock market to take a dive, having your account hacked can still result in some serious damage.

The 80% of respondents who say they aren’t confident in their accounts’ security have reason to be nervous — there is no foolproof method to preventing hacks. But there is plenty of advice to keep in mind and best practices to follow. After The Onion was hacked by the Syrian Electronic Army, they published a detailed account and listed tips on prevention. (read more…)

SmartPulseSmartPulse — our weekly nonscientific reader poll in SmartBrief on Social Media — tracks feedback from leading marketers about social media practices and issues.

This week, we asked: How often do you adjust your social tactics based on customer data or responses?

  • Am I supposed to do that? — 39.71%
  • Once a week — 22.06%
  • Once a month — 22.06%
  • Every day — 16.18%

The good news is that the majority of respondents say they’re adjusting their social media marketing on at least a monthly basis. The bad news is that the number of respondents that are adjusting at least once a week — roughly 40% — is matched by the number who say adjusting isn’t on their radar.

I’m guessing the trouble for the 40% who answered “Am I supposed to do that?” isn’t necessarily the adjusting, but the tracking of data and responses. That’s a first step that can require some significant time investment, but it will save you more time in the future as you stop doing the things that aren’t working. (read more…)

Blue cardiogramSmartPulse — our weekly nonscientific reader poll in SmartBrief on Social Media — tracks feedback from leading marketers about social media practices and issues.

This week, we asked: Which platform do you use most to engage with customers?

  • Facebook — 43.07%
  • LinkedIn — 24.75%
  • Twitter — 20.79%
  • Company blog — 4.95%
  • Other — 4.46%
  • Pinterest — 1%
  • Video — 1%

Nearly half of SmartBrief on Social Media readers say they use Facebook the most to engage with consumers, with Twitter and LinkedIn roughly splitting up the remaining responses. It comes as no surprise that the most popular social network with users is also most popular for engagement, but paired with last week’s poll about abandoning social networks and the Mashable story about teens’ growing distaste for the net (which has some doubters), you might be wondering if a focus on Facebook is putting you behind the curve.

As if on cue, Facebook on Tuesday released regional user data for the U.S. (read more…)

SmartPulse — our weekly nonscientific reader poll in SmartBrief on Social Media — tracks feedback from leading marketers about social media practices and issues.

This week, we asked: Do you attempt to blend social media into your offline marketing efforts?

  • Yes 81.03%
  • No 12.07%
  • I don’t use social media for marketing 6.90%

More than 4-in-5 SmartBrief on Social Media readers are making the right call and using social elements in their offline ads. This can take the form of something as simple as mentioning your Twitter account on your direct mail or as elaborate as using a television commercial to encourage participation in a social media contest — and everything in between. Social media is such an effective force multiplier for all your marketing efforts that it’s downright silly to neglect to blend a little social into everything you do.

But if you really want to make the most of social media’s ability to enhance your overall marketing efforts, you’ll need to take things a step further. (read more…)