Recently Salesforce.com acquired ‘Radian 6’ at $326M. Salesforce is the enterprise solution provider competing against IBM and Dell. These companies provide various services to business customers from the communication tool to the online sales platform. Salesforce bought Radian6 for the improvement of competitiveness by adding personalization technology based on social media. Radian6 is now providing a social media analysis such as Facebook, Twitter and Delicious.
After the prevalence of social media, many people wonder what would be the next of social media. Would this market be promising and continue to grow?
1. Elaborate Advertisement
Facebook, an overwhelming SNS leader, is dislaying several advertisements on the right side of its ‘Wall’. And these advertisements are so personalized in a way that they focus on user’s preferences based on the analysis of the usage pattern in Facebook. Due to the user base and the personalization platform, Facebook ranked as the No. 1 display Ad channel ahead of Yahoo last year.
2. Contextual Search
For now, almost search engines such as Google and Microsoft are using feeds and posts of social media for enhancing the quality of real time search results. Normally social media makes contextual information that many people have interests on at that time. So this data is widely used to supplement the search result and to meet the user’s preference.
3. Commercial Communication and Analysis
Nowsadays, social media business appears to be very potential to B2B industry. For viral marketing and communication, many companies try to make their own channel which enable them to connect to customers directly and interactively. Even some players consider this online channel to be more powerful and strongly correlated with the customer’s common life than other traditional marketing channels. From this viewpoint, Salesforce wants to have an attractive analysis tool for enriching its enterprise solution.
Beginning from building relationship with friends, the power of the user base has expanded to other areas.
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