As a customer of Radian6, I just received an email bearing some fantastic news. Radian6 has just announced that it will be acquired by Salesforce.com.
These are my first thoughts on the news as it explodes through the twittersphere.
For full disclosure, I am a customer of Radian6 and a number of other media / web monitoring systems, and at 33 Digital we also build our own to do the things that Radian6 et al cannot. I also used to work for Salesforce.com (agency-side). So my views on this news are coloured by the above.
I think this news is marvellous and will tilt the social media landscape in a very interesting direction.
Why? Organisations of all shapes and sizes want to know what is being said about them. My background as a PR man led me to this place I'm in now where a lot of what my teams do is help our clients understand what's being said, how and when, how to talk in a way that engages and connects in tomorrow's environment and both the technicalities and the strategic thinking that is needed to do the right thing. PR was one of the first if not *the* first department to see the media environment change, to listen and to engage.
Now, social media is not just PR, as we all know. PR plays with CRM, sales and marketing, design and build, HR and everything else.
So Radian6 being part of a world-class megabrand in the CRM / sales and marketing space has turned up the speed setting on this evolution we're seeing. I'm excited to be here and part of it and can't wait to see how the market responds.
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March 30, 2011
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Hi Drew, interest bit of news. I recently evaluated a number of social tools on the Market for our own use including Radian 6 , brandwatch and others. Seems to me that this acquisition will definately increase the uptake and adoption of these tools and help place greater emphasis on the need for smarter monitoring and engagement by companies with their audience as a whole. Will we therefore see a move towards greater inhouse capabilities where clients build teams to listen and respond.? I look forward to the future of natural language processing and sentiment analysis. Definitely a fascinating place to be right now with the amount of data available..
Posted by: Nick Peperell | April 14, 2011 at 06:39 PM
Indeed this is interesting - it will be interesting to see how the merger effects PR agencies not just in the UK but globally.
Posted by: dave | May 06, 2011 at 11:43 AM