Salesforce Closes Radian6 Acquisition, Combines Social Media and CRM

Vangie Beal

Updated · May 03, 2011

Salesforce.com (NYSE: CRM) has completed its acquisition of social CRM vendor Radian6.

Salesforce said Radian6’s social media monitoring platform is already used by more than half of Fortune 100 companies to monitor, analyze and engage in social media conversations. Salesforce announced the merger agreement in late March.

Salesforce said Radian6’s technology will enhance all Salesforce products by adding social media intelligence across the Sales Cloud, Service Cloud, Chatter and Force.com platforms.

In a statement announcing the completion of the acquisition, Salesforce.com said the addition of Radian6 will bridge the conversations happening on public social networks, such as Facebook and Twitter, with Salesforce’s private, secure corporate social network, Chatter.

“Radian6 adds huge value to Salesforce.com by delivering the public, social web across all our products,” CEO Marc Benioff said in a statement. “Giving customers the social intelligence they want with the business context they need will further differentiate our products and accelerate our growth.”

At the heart of the deal is how Radian6’s social platform will integrate with Salesforce’s CRM, call center and enterprise collaboration and social networking platforms. The Radian6 social media monitoring platform can capture hundreds of millions of conversations a day across Facebook, Twitter, YouTube, LinkedIn, blogs and online communities. Salesforce customers will be able to monitor and join in these public conversations across the company’s products, so businesses will be able to track social media conversations about their products and be able to react to customer service and other issues. Salesforce has even suggested that Radian6 could become the basis for a marketing cloud offering.

Developers building on the Force.com platform also will be able to tap into Radian6 to put social media monitoring technology into their applications.

For more on social CRM and social media monitoring, see Who is Leading in Social CRM? and Social Business Intelligence – What Is It, and Do You Need It?

Vangie Beal
Vangie Beal

Vangie is a freelance technology writer who covers Internet technologies, online business, and other topics for over 15 years. SEO Content Writer with high-quality organic search results. Professional freelance technology writer with over 15 years experience. - Understands the technology trends in SMB and Enterprise markets. - Proficient in email marketing and social media campaigns. - Trusted and respected voice in small business marketing via e-commerce. - Knowledgeable in how to incorporate sales initiatives and assets into articles or Web content. Experienced social media marketer. Specialties: SEO. Electronic commerce, small businesses, Internet. Computers, servers, networking. Computer science. Terms, terminology. Social media, email marketing. Mobile apps. Operating systems. Software and hardware. Interviews, tips, advice, guides and feature articles. Marketing, slideshows, how-to guides. Search engine tools.