In case you haven’t heard, Salesforce.com (the leading B2B Customer Relationship Management software company) bought Radian6, the leading Social Media Monitoring platform this week for $326m. Forbes Article.
We think the deal marks an interesting inflection point in the social media age. Here is a software company that helps businesses manage their one-on-one relationships, jumping the divide to buy a company that lets brands manage one-on-one relationships. For us it is a glimpse into the possibility of the post mass media, one-on-one, world.
As Forbes imagines:
“Say a consumer tweets that she hates her cell phone service provider (I name no names). This is what a Radian6-Chatter-Salesforce.com combo could do, Kingstone says:
First the company would actually know that the tweet was sent. It would then decide whether to reach out to the customer or wait to hear from her or dismiss her entirely. The response will be dependent upon whether or not she is an “influencer” and, hopefully, has a legitimate gripe.
If it does decide to respond, it will then use the platform to decide what is the right response to make her happy.
Only bits and pieces of this is possible today and usually after a massive investment or internal realignment. Getting to this point won’t necessarily be easy, Kingstone also says. “It will take an integration of Radian6’s listening platform, with Chatter and with Salesforce.com’s 360 degree view of the customer. But it is feasible.””
Nobody really knows what this purchase will mean for the future. But if you are in the social business it is worth keeping in the corner of your eye.