Salesforce unveils Social Workflow for social media analysis

Salesforce has launched a new product for enterprises designed to analyse social media conversations and comments on the web and direct them to the relevant professionals in an organisation.

Social Workflow draws on the capabilities Salesforce acquired through the purchase of Radian6 in March.

Radian6's social media monitoring technology can analyse 150 million social media sources on the web, Tim Barker, Salesforce EMEA's marketing vice president, told V3.

Businesses can then apply sophisticated analysis and rules to the data, which will automatically route social content to the relevant people to allow them to respond quickly, Barker added.

"It essentially gives marketers a modern marketing platform. It could quickly analyse 100,000 tweets and direct particular ones to the relevant people in a business," he said.

Social Workflow is available now in a limited release and will be generally available next year at $1,200 per deployment per month.

Salesforce made the announcement to coincide with the company's Cloudforce event taking place in New York on Wednesday.

Salesforce said at the event that Radian6 is now generally available starting at $600 per deployment per month.

The firm added that it will continue Radian6's relationships with text and analytics firms OpenAmplify, Klout and OpenCalais to let customers take advantage of the social media insight that can be generated.

Businesses can use the analytics technology in the Salesforce Social Insights tool to understand customer demographics, influence, geolocation data and sentiment, all from social media data already available on the web.

Salesforce claimed that this level of intelligence allows marketers to understand the impact of a campaign and have the flexibility to respond to customer sentiment and reaction in real time.