A little over a month after announcing the $326 million acquisition of social media monitoring company Radian6, Salesforce has closed the deal. The purchase of Radian6 is Salesforce’s largest acquisition to date.
Radian6 helps clients like Dell, GE, Kodak and UPS monitor, analyze and engage in ‘hundreds of millions’ of social media conversations. Salesforce will be using Radian6′s technology to enhance all of its products, including Sales Cloud, Service Cloud, Chatter and Force.com.
Specifically, Salesforce says the combination will create a “bridge between public conversations and Chatter” and “enhance the Salesforce Sales and Service Cloud products with social intelligence that customers can act on. Developers building on the Force.com platform also will be able to tap into the power of Radian6, putting the social web into everything they build.”
We’ve argued that Salesforce overpaid for Radian6, considering Salesforce paid nearly ten times Radian6′s revenues. Salesforce CEO and founder Marc Benioff told reporters shortly after the deal was announced that the company needed to move quickly to acquire technology (as opposed to building it in-house) as more competitors move into the world of social enterprise. Salesforce CMO Kendall Collins told us it would have taken at least three years for Salesforce to build the technology in-house.
Now that Radian6 is finally part of the Salesforce family, it should be interesting to see how quickly the CRM giant can incorporate Radian6′s technology into its products.
Salesforce Radian6 helps companies listen to what people are saying about them online and engage in those conversations across the social web. From blogs and comments to multimedia, boards, forums and communities like Twitter, Radian6 gathers the discussions happening online and gives businesses the ability to analyze, manage, track, and report on their social media monitoring and engagement efforts. Radian6 provides the social media monitoring platform for marketing, communications and customer support professionals. The company’s flexible dashboard enables monitoring all...
Salesforce is an enterprise cloud computing company that provides business software on a subscription basis. The company is best known for its on-demand Customer Relationship Management (CRM) solutions. Salesforce was founded in 1999 by former Oracle executive Marc Benioff, and went public in June 2004. Salesforce has been a pioneer in developing enterprise platforms through its innovative AppExchange directory of on-demand applications, and its Force.com “Platform as a Service” (PaaS) API for extending Salesforce.