Salesforce Extends Social Marketing Organization-Wide

At its Salesforce World Tour event in New York today, Salesforce.com introduced a next-generation version of Social Studio featuring a simple user interface that extends the power of social media marketing to the desktops or mobile devices of any and all employees.

A Radian6 social listening module has been made standard in Social Studio, which has been integrated across the marketing, sales, and service clouds. The company promises that sales teams will be able to connect to new customers faster through social lead generation, and that service teams can tap social conversation threads to surprise and delight customers.

“We’re extending social not just to the marketing cloud but across the entire Customer Success Platform. We brought all the elements of the social media manager in one place for all employees to interact with it,” says Salesforce VP of Product Marketing Gordon Evans.

An improved and simplified dashboard lets users monitor social activity in aggregate or by individual post, react immediately with a response, or refer a potential lead to sales or an unsatisfied customer to service. Users of the Salesforce Service Cloud have been extended a “freemium” offer that allows them to monitor Twitter and Facebook conversations.

The Radian6-powered social listening engine in the Salesforce Marketing Cloud can monitor more than a billion social data sources from Twitter, Facebook, YouTube, and news sites, according to the company. Integration with Social.com, the marketing cloud’s social advertising solution, allows teams to monitor top-performing content published via Social Studio.

“A lot of social teams are not currently connected to where the interactions are taking place,” Evans says. “There’s been massive adoption of multiple social networks, and there have been missed opportunities to engage with consumers in real time.”

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