Salesforce.com Hooks up to Twitter Firehose

Author: Tim Gibbon
Published: June 14, 2012 at 5:58 am
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Cloud company Salesforce.com today announced a global strategic alliance with microblogging service Twitter. The deal enables customers of its social media monitoring service Radian6 to access approximately 400 million public tweets per day. A firehose is a feed of data or information that technology companies can provide services when permission is granted, in this instance a feed of public messages through Twitter.

With only few companies investing in Twitter’s firehose, namely Datasift and Gnip, the firehose now available via Salesforce Radian6 is a new direction for both Twitter and Salesforce.com. For Salesforce, it signals further intent to other software companies and indeed social media monitoring services that also strive to provide services to assist businesses manage real-time social needs.

Marcel LeBrun, SVP and GM for Salesforce Radian6, explains, "Twitter has changed the way people around the world communicate and interact with brands.
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."

Jana Messerschmidt, vice president of Business Development at Twitter, comments, "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."

It could be the beginning of Twitter opening its firehose to other software and technology companies to what one can only presume would be a costly affair, so its another case of wait and see which may be next, with Twitter clearly realising this additional revenue stream.

"Combining the power of Salesforce Radian6 with Twitter helps companies understand and respond to their customers as these conversations are happening," adds Messerschmidt.

Today’s news follows the recent announcement of the acquisition of Buddy Media by Salesforce.com for $689 million and the continued heated competition between social CRM, software and technology companies.

 
 

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Article Author: Tim Gibbon

We share ideas and have views on most topics relating to business marketing technology. Blogging, comms, marketing, media, music, social media & writing is what we do most days in our day jobs at Elemental. We tweet @elementalcomms, @smponline & @timgibbon. …

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