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Enterprise cloud computing service Salesforce is showing off its newly revamped Radian6, the web-based social media monitoring platform, at the company’s Cloudforce event in New York today.
Salesforce purchased Radian6 earlier this year for $326 million. Until now, the company has resisted integrating Radian6 into its own suite of cloud-based enterprise products.
The point of Radian6 is to create meaningful interaction between customers through social media. This is somewhat of a problem for large companies with millions of fans, even with a handful of people dedicated to monitoring Twitter, Facebook, LinkedIn and other social networks. Its integration with Salesforce’s other products will give businesses a greater understanding of how they’re doing, which should translate to better business decisions.
The service also lets you set rules for specific types of activity. For example, when customers praise your company on Twitter, you can automate a response that sends them an exclusive digital coupon. Radian6 also gives its clients a way to sort through social media data and use analytics to measure your brand’s impact through social networks.
Radian6 is used by a number of well-known brands, such as Dell, Southwest Airlines and Kodak.