Salesforce.com expands beyond marketing with brand engagement platform
Salesforce.com Inc. is taking social media analytics beyond the marketing department with a new iteration of its Social Studio that promises to help professionals in other parts of the business gain a better understand of customers, too. The move follows barely a month after IBM teamed with Twitter Inc. to try to reach a similar goal with its Watson-powered analytics platform.
Social Studio merges some of the more strategic technologies Salesforce obtained through the numerous acquisitions it has made in recent years under a unified interface for exploring brand engagement across various online channels. The upgrade adds a listening engine to the mix that the company says taps into more than a billion websites ranging from major destinations such as Twitter to low-profile vertical communities.
Organizations can utilize new integration with the Salesforce Service Cloud to selectively route information about issues and complaints from those sources to customer care representatives, which makes it possible to nip a problem in the bud before it spirals out of control. Social Studio now also hooks up to the company’s lead management platform to make data about prospects available to sales at the same time as marketing.
According to Salesforce, that opens the door for organizations to be more responsive to new opportunities, identify leads earlier and engage people more effectively using contextual information from around the web. Not leaving its core audience out of the loop, the company is also making it possible for marketers to take advantage of that data from within its Social.com service, which has been enhanced with capabilities for identifying to performing content published via Social Studio and double down on the key metrics involved to amplify that success.
Since you’re here …
… We’d like to tell you about our mission and how you can help us fulfill it. SiliconANGLE Media Inc.’s business model is based on the intrinsic value of the content, not advertising. Unlike many online publications, we don’t have a paywall or run banner advertising, because we want to keep our journalism open, without influence or the need to chase traffic.The journalism, reporting and commentary on SiliconANGLE — along with live, unscripted video from our Silicon Valley studio and globe-trotting video teams at theCUBE — take a lot of hard work, time and money. Keeping the quality high requires the support of sponsors who are aligned with our vision of ad-free journalism content.
If you like the reporting, video interviews and other ad-free content here, please take a moment to check out a sample of the video content supported by our sponsors, tweet your support, and keep coming back to SiliconANGLE.
