Salesforce.com was likely the mystery winner of the social.com domain name auction, which went for $2.6 million, putting its spending for domain names in the past year over $4 million. According to Fusible, the domain name is registered to Alica Del Valle, Salesforce.com’s trademark attorney. Fusible reports that Salesforce.com also recently picked up the do.com domain name.

Earlier this year the company paid at least $1.5 million for the data.com domain name, according to Domain Name Newswire. That deal was already the most expensive domain name purchase of the year, and one of the biggest in history by my approximation.

Salesforce.com has yet to announce its plans for social.com or do.com. Last week at Dreamforce the company announced that Data.com would be the new name for its contact info service Jigsaw, which it acquired last year. Social.com could be used as a new name for Radian6, the social media monitoring company that it announced earlier this year, or perhaps it could be used as a hub for all the company’s services currently being promoted under the “social enterprise” banner.

Do.com sounds like a logical fit for Manymoon, a hosted project management and collaboration service that Salesforce.com acquired earlier this year. The domain currently serves as a landing site for a presumably forthcoming productivity app simply called “Do.” Salesforce.com made no mention of Manymoon during Dreamforce. Strangely, the original announcement of the acquisition on the Manymoon blog has been deleted.

Social.com, Do.com and Data.com join Chatter.com, Database.com and Force.com in Salesforce.com’s increasingly expensive stable of domain branded properties. I wonder if it will try to pick up platform.com (currently owned by an HPC vendor) for Heroku next?

Services Angle

Re-branding Jigsaw as Data.com shows that Salesforce.com is moving towards unified branding for its properties. But more importantly, its now offering deep integration between Data.com and Sales Cloud. I see these purchases as indications that Salesforce.com is continuing down this path towards offering a more unified package of enterprise services.