Salesforce.com introduced the Radian6 Social Marketing Cloud, a service designed to allow companies to leverage social media as part of their marketing efforts.

“Social media is the single biggest change in marketing in the last decade,” Marcel LeBrun, senior vice president and general manager for Salesforce Radian6. ”Social enterprises recognize that social media provides real-time opportunities to delight customers and prospects.”

Radian6 Social Marketing Cloud enables companies to monitor social media by capturing millions of sources of information on Facebook, Twitter, YouTube, LinkedIn, blogs and online communities. It also provides intelligent dashboards and analytics to filter data and identify relevant conversations and perform marketing campaign analysis.

A Radian6 Social Engagement Console feature allows companies to engage with customers directly where the conversation is taking place, whether it’s on Twitter, Facebook or other social channels. The console brings in third-party data to provide a more comprehensive view of social interactions, the company says.

Another component, Radian6 Social Hub, lets companies organize massive amounts of social media conversations by applying sophisticated analysis and rules.

The new marketing service is part of Radian6, a cloud-based offering that Salesforce.com launched in 2006 with the idea that companies need to monitor the social media to engage customers and prospects. Salesforce.com says more than 2,500 companies, including Geico, PepsiCo, Southwest Airlines and UPS, now use Radian6.

 

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