ExactTarget Adds Social Solution to its Marketing Cloud

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Radian6 Buddy Media Social Studio debuts.
Radian6 Buddy Media Social Studio debuts.

Salesforce.com's ExactTarget Marketing Cloud today introduces a social media platform that combines functionalities of Salesforce's Radian6 social listening program and Buddy Media social publishing application. “We're giving companies the ability to build one-to-one relationships with consumers on social channels,” says Gordon Evans, VP of product marketing.

Attempting to unite what are often disparate and non-integrated social marketing efforts at enterprise companies, the new Radian6 Buddy Media Social Studio provides a single platform for social content marketing, engagement, publishing, and analytics. It allows marketing teams to set up social media workspaces by region, brand, or business function to facilitate collaboration; maintain calendars to track content history; monitor engagement to align objectives; and measure performance of posts by label, campaign, or particular target.

“The average enterprise manages 131 different social channels,” says Evans. “Sales forces and marketing teams from different units will all have their own Facebook pages, for instance. This provides centralized management of all those channels and, once accomplished, informs marketers what content to publish.”

“With the publishing tool, we now have one location where our team can dynamically schedule, produce, preview, publish, and track social content across multiple accounts,” said beta tester Sean Williams, director of consumer promotions at JetBlue, in a release introducing the new ExactTarget platform.

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