A survey by EPiServer of 250 UK marketing decision makers has found that many are still confused about social media marketing. On the plus side, 77% are running some kind of online community. Of those, 30% said it has increased their customers’ loyalty, 25% said it increased web traffic and 21% said they saw a direct increase in sales. Bravo. But only 1 in 10 said they had an effective means of measuring the benefits. So who is running the social media show? 22% of companies already have a social media or community manager; 28% of social media activities are run by a marketing executive; 14% by a PR executive; 16% by the IT manager!