The biggest social media hiring coups of 2012 so far goes to Kraft Foods which managed to lure B. Bonin Bough, former head of social media at PepsiCo, away from cola giant. Bough, who was the face behind PepsiCo’s enormously successful Refresh Project, is expected to run digital comms/marketing at the food giant which is going through a big shakeup itself this year as the company splits into two parts. Bough has plenty of experience championing digital and social within a massive organization as he told us two years ago at our SMI 2010 conference.

Web security pros at Sophos have found a worrying security hole that impacts all Facebook fan pages. The upshot? You, the page creator, could wake up some day to find you’ve been booted off as admin of the site.

There is plenty of promise and reason for pause when it comes to social commerce, predicted to be the fastest-growing segment of online retail. But the rush to throw up a storefront on Facebook or Twitter is not for the ill-prepared, as Richard Downs of Infosys Europe tells us.

The ROI debate still hangs over every social media budgeting discussion, it seems, but the camp of believers is growing larger and more impressive every day. One such believer is Unilever’s Selina Sykes, who handles digital and social media marketing for Lynx, the UK’s top-selling deodorant brand for men.

There’s a lot of fuss around the promise of social commerce, and, in particular, F-commerce. But brands are only just beginning to see the potential of using the world’s most popular social network to sell product.

Remember all those predictions last decade that we’d be able to use our mobile phone to buy petrol or cab fare, or pizza? Alas, those soothesayers forgot to mention it would be a feature of everyday life in Scandinavia or South Korea, but for the rest of us – too bad. Well, we’re getting a bit closer to this day now that PizzaExpress has teamed with PayPal UK on a new iPhone app that allows you to go one better: you can pay your bill and book a table at a nearby location.

Marketers have to be pretty clever or pretty bold to gain attention during Super Bowl week, particularly if you’re not advertising in the big game. Two years ago, Peta (People for the Ethical Treatment of Animals) took the latter position forcefully by getting its ad – featuring models humping vegetables in the name of supporting the vegan lifestyle – banned by broadcaster NBC. Peta is back this year dangling no-excuses out-takes of what appears to be the same shoot, this time keeping it to the web.

How much budget are the most pioneering firms allocating to social media? According to a new survey of corporate communications and marketing specialists, anywhere from 5-15% of the “overall external communications budgets” is being earmarked for social. It’s better than the sums we saw just two years ago, but how exactly is that supposed to cover costs on a year-round “holistic” communications strategy?

Greenpeace is stalking another corporate baddy, using Facebook, Twitter and YouTube to amass a virtual resistance of over 600,000 signatures to pressure the polluter to cease-and-desist its carbon-heavy ways. Numbers-wise, this may be Greenpeace’s most successful social media pressure campaign yet. The problem is its target: the extremely like-able Facebook.

Our friends at Do the Green Thing today have launched a noble new idea: a drive to use social media (and all media, really) to get us to donate a bit of clothing that once may have meant a lot to us, but now is sitting in the back of a drawer, the colors fading along with the memories of why you bought it.