Monday, July 9, 2012

Two Social Media Trends to Follow

There are so many reports detailing how social media is going to change the way business works that it is hard to take most of them seriously.  However, this article has particular significance.  Radian6, owned by Salesforce.com (SF.com), reached an agreement with Twitter to get on-demand access to all of Twitter's public tweets in real-time.  Other data aggregators (like Datasift) only offer historical access to tweets.  As companies think about sentiment analysis on Big Data sets, having real-time access to Twitter is crucial, and Radian6 has positioned itself as a key player.  It will be interesting to see what Facebook's response will be.

The other key trend, although largely unnoticed, is SF.com's portfolio of recent social media related acquisitions.  SF.com purchased Radian6 in March of 2011, and in May 2012 purchased Chatter messenger and screen-sharing software.  Last month (June 2012) it purchased Buddy Media, a social marketing platform.  The interesting thing about all these offerings is their particular business focus.  SF.com seems to know its target market and has a good track record of integrating tools into its core product.  Also, they seem to be making very strategic purchases that will sustain them for future growth and avoid the common mistakes of buying into non-core markets just to have a presence (ahem...Oracle...ahem, ahem...Microsoft).

Read the article.

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