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Radian6 Purchased by salesforce.com

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Just announced today – BlogWorld sponsor Radian6 has entered into a definitive agreement to be acquired by salesforce.com. The transaction is expected to be completed by July 31, 2011.

Salesforce.com is an enterprise cloud computing company, while Radian6 is the leader in Social Media monitoring and engagement. Together they believe social media will play a large part in how organizations listen to and engage with their customers – and they hope to provide tools to these organizations so they can manage these social interactions taking place both inside and outside their businesses.

With Radian6, salesforce.com is gaining the technology and market leader in social media monitoring,” said Marc Benioff, chairman and CEO, salesforce.com. “We see this as a huge opportunity. Not only will this acquisition accelerate our growth, it will extend the value of all of our offerings.

With the combination of salesforce.com and Radian6, companies will be able to bring the heart of the public social web into salesforce.com’s applications. One example is the integration of public social networks (Facebook, Twitter, YouTube, blogs and online communities) with the private, secure social network in their Salesforce Chatter tool. Chatter feeds will no longer just contain the activity happening within the walls of a company, but will be filled with real time insights from fans on Facebook pages, followers on Twitter, comments on blog posts and more.

Social media has made every business recognize the value of paying attention to the voice of the customer. Radian6’s technology is built for the new norm of customer engagement – real time, two way conversations that includes social channels,” said Marcel LeBrun, CEO of Radian6. “Joining the salesforce.com team will allow Radian6 to grow faster to meet the demands of our rapidly expanding customer base.

More details here,

Listening To Yourself

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I called 2009 the year of listening. Many reputation monitoring products made their hay in 2009 including Radian6, TechRigy, Flitrbox, and others.  They all have listening in common.  Being able to hear what is being said about you and your brand online is an important part of your listening campaign.  Not only should you be listening to your customers, your potential customers, and even your competition, you need to listen to yourself.

Before you begin to think I am being a little schizophrenic in that statement, I am referring to larger organizations that a party of one.  If you are a single or soloprenuer, you obviously have a good handle on what you say about your own brand.  If you are a large organization are you listening to what is being said about your own community or employees?

Many employees are in the world of social media now and they are all part of the larger social networks. Facebook and Twitter, and blogs are being used by many of the people out there and this is all accessible by their friends, family and online acquaintances.  Those groups are are potential customers of your company and therefore you need to also monitor that reputation and be a part of those conversations.  I am not talking about stalking your employees. I am speaking about listening to how they talk about you and your brand online.  They need to be corrected when they make mistakes and they also need to be noticed when they are evangelizing your brand so you can thank them accordingly.  What better way to make them more of an evangelist than to thank them for helping you build a good reputation online?  I have often said that every employee must be a brand evangelist of the company they work for.  We are all social media managers of the company we work for.

I was inspired to write this post after reading a post by Melissa Galt. Melissa talks about 3 rules of social media and how knowing these can help you win the social media game.  Her point that caught my attention was:

#2 Monitor the conversation and correct misstatements.

You have a responsibility to maintain awareness of what is being said particularly by those who work for you and correct any misstatements that they make.

This is a great point that she made and different from what others are preaching about listening. I hear the social media pundits all talk about monitoring your brand from the outside but Melissa makes a great point about listening to yourself.

Photo Via AdamSelwood

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