Salesforce Announces Radian6 Social Marketing Cloud
Saturday, December 10th, 2011Having acquired the social-media monitoring firm Radian6 earlier this year, Salesforce.com is now rolling out the Radian6 Social Marketing Cloud. The company said the new offering, integrated into Salesforce’s platform and apps, will help companies to fundamentally change how they do business in the era of social media, by transforming social conversations into “meaningful engagements.”
To accomplish this, the Social Marketing Cloud offers key functions of Social Monitoring, Social Insights, Social Engagement, Social Workflow and Social Web sites. Linking this platform to existing customer information creates what Salesforce describes as “a social hub.”
Volume, Analysis, Engagement
One of the biggest challenges of using social media is the sheer volume of conversations. Salesforce said Radian6’s Social Monitoring technology allows companies to capture 150 million sources of social media, in 17 languages, across Facebook, Twitter, YouTube, LinkedIn, blogs, other online communities and other sources.
After volume, of course, there’s the need for cutting through the chatter to find useful information. The Social Insights component uses intelligent dashboards and sophisticated analytics to find relevant conversations and conduct analysis. Social Insights is designed to accommodate third-party tools from Klout, OpenAmplify and OpenCalais, as well as provide additional data about demographics, influence, geolocation, sentiment and topic categorization.
To engage with customers and potential customers, the Social Engagement Console also uses outside data, including Trending Topics from Twitter, Bit.ly stats about shared links and other information. The Social Workflow component helps to organize the massive traffic via analysis and rules, including the ability to create social-media campaigns based on customer interests.
And, to create Web sites for more extensive information and contact, Social Web sites provides drag-and-drop tools for developing, editing, and managing sites without bothering the IT people. The content management system enables the addition of social features, such as Twitter streams.
‘Social Enterprises’
In recent years, Salesforce…
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