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June 14, 2012

Salesforce.com in Pact with Twitter to Offer Twitter's Firehose to Salesforce Customers

By Rajani Baburajan, TMCnet Contributor

Enterprise cloud computing and CRM provider Salesforce.com announced a global alliance with social networking company Twitter (News - Alert) to offer the microblogging firm's Firehose of public Tweets to Salesforce Radian6 customers. 


 The partnership will benefit businesses as it allows them to analyze the Tweets generated daily to listen, fuel engagement and gain customer insight. They can turn the massive volume of social conversations about their products, brand and industry into dynamic engagements that strengthen customer relationships.

The alliance empowers social enterprises to engage with customers in entirely new ways and transform their business for today’s social world, according to company officials.

Twitter and Salesforce.com (News - Alert) have been partners for three years.

"Twitter has changed the way people around the world communicate and interact with brands," Marcel LeBrun, SVP and GM for Salesforce Radian6, said in a statement. "The alliance between Twitter and salesforce.com enables companies to apply the power of social listening and engagement to over 400 million Tweets daily, providing opportunities for social enterprises to engage, solve problems, gain followers and build brand identity."

"Companies look to Twitter to connect with their customers in real time about the things that matter to them. Salesforce.com understands how to facilitate these interactions," said Jana Messerschmidt, vice president of Business Development at Twitter.

The combination of Salesforce Radian6 with Twitter will help companies understand and respond to their customers as these conversations are happening, Messerschmidt added. 

A recent piece in TMCnet explains why Twitter is flying high on positive mobile revenue outlook. Company CEO Dick Costolo (News - Alert) recently said Twitter’s mobile ads have actually beaten the performance of its desktop ads.

According to a recent figure from ComScore, mobile users spend 114 minutes on Twitter’s mobile apps and mobile website and only 21 minutes on the desktop site.

Twitter also recently gave companies the ability to customize promoted tweets to specific platforms, including iOS, Android, BlackBerry (News - Alert) and desktop users.

Twitter offers advertising in the forms of promoted tweets and promoted trends. Both features appear in the platform’s communications timeline. However, Twitter is still valued under $10 billion, while Facebook (News - Alert) is valued at nearly $100 billion.


Edited by Braden Becker



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