Salesforce Secures Social CRM

by Paul Shread

With the purchase of Radian6, Salesforce.com plans to add social media monitoring to its CRM capabilities, giving businesses both large and small another way to engage with customers.

Customer relationship management (CRM) leader Salesforce.com acquired social CRM company Radian6, and plans to add its capabilities into all of the Salesforce.com products. The move highlights just how far social media has come in its evolution from consumer fad to marketing metric. Social media reach and engagement have become an important part of small business marketing. Ignore it at your peril.

Our sister site, eCRMGuide.com reports the details of this sale, and the implications it has for Salesforce.com customers.

Salesforce.com (NYSE: CRM) made a big move today to boost its social CRM and social media monitoring capabilities with an agreement to acquire Radian6 for $326 million in cash and stock.

Salesforce added Radian6 to its Service Cloud call center and customer service application earlier this month.

Read the complete article: Salesforce Acquires Radian6 for Social CRM

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This article was originally published on Monday Apr 4th 2011
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