Companies have long been using Twitter as part of their CRM strategy. Now, Twitter is getting the nod from an industry behemoth.
Salesforce .com and Twitter on Friday announced a strategic global alliance to provide Twitter's so-called fire hose of public tweets to Salesforce Radian6 customers.
With the partnership, Salesforce Radian6 customers can analyze more than 400 million tweets daily to listen, fuel engagement and gain customer insight. This latest effort builds on an existing three-year relationship between the two social pioneers.
"Twitter has changed the way people around the world communicate and interact with brands," said Marcel LeBrun, senior vice president and general manager for Salesforce Radian6. "The alliance between Twitter and Salesforce.com enables companies to apply the power of social listening and engagement to over 400 million tweets daily, providing opportunities for social enterprises to engage, solve problems, gain followers and build brand identity."
Salesforce acquired Radian6, a social media monitoring platform, in 2011 for $276 million in an all-cash deal. The deal closed about a year ago, allowing Salesforce.com customers to monitor literally hundreds of millions of conversations every day across Facebook, Twitter, YouTube, blogs and the online community in real-time. The alliance with Twitter takes that product to another level.
"Companies look to Twitter to connect with their customers in real time about the things that matter to them. Salesforce.com understands how to facilitate these interactions," said Jana Messerschmidt, vice president of Business Development at Twitter. "Combining the power of Salesforce Radian6 with Twitter helps companies understand and respond to their customers as these conversations are happening."
Rob Enderle, principal analyst at the Enderle Group, said that although companies are already using various social CRM tools, the tighter integration between Twitter and Salesforce Radian6 is a valuable option.
"Integrating the metrics into the same dashboard enables you to better do things like cross comparisons to see if something is trending one way or another," Enderle told us. "If you aren't looking at the metrics in the same tool, analyzing data sets across tools becomes very difficult."
As Enderle sees it, putting all the metrics into the same tool allows people analyzing the data to look across a series of metrics to see if there is a problem that wouldn't otherwise be unearthed. It also avoids having to learn to use two separate tools.
"With this partnership, you are not trying to take two separate tools and manually compare the results from related metrics across them," Enderle said. "You can automate them to take a look at your own internal surveys and now the social analytics to come up with perhaps a better representation of what your world looks like."