Salesforce.com launches Social.com advertising application

Advertising is about to get more social. Hosted customer relationship management (CRM) vendor Salesforce.com has launched Social.com, a social advertising application to create, optimize and automate social ad campaigns.

According to the vendor, Social.com will allow brands and agencies to create their Facebook and Twitter campaigns using real-time customer and “social listening” data, and make more effective use of their marketing budgets. It’s part of the Salesforce Marketing Cloud, which includes social listening application Salesforce Radian6 and publishing application Salesforce Buddy Media.

“Salesforce.com is doubling down on social ads,” said Michael Lazerow, CMO of Salesforce marketing cloud, in a statement. “Social ads cannot be disconnected from your business. By bringing together Social.com with the world’s No. 1 CRM, Salesforce CRM, and the world’s No. 1 social listening application, Radian6, we’ve made it possible for marketers to connect social advertising with their customer data and real-time trends to maximize return from their advertising dollars.”

Customers can use the site to build, test and launch social ad campaigns, track and analyze the campaign with live campaign monitoring and metrics, and adjust ad spend automatically based on pre-set rules.

Social.com is generally available now, with real-time customer data and real-time listening available by this summer. Pricing is based on a percentage of total social ad spend made via the application.

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Jim Love, Chief Content Officer, IT World Canada

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Jeff Jedras
Jeff Jedras
Jeff Jedras is a technology journalist with IT World Canada and a member of the IT Business team. He began his career in technology journalism in the late 1990s, covering the Ottawa technology sector for Silicon Valley North and the Ottawa Business Journal. He later covered the technology scene in Vancouver before joining IT World Canada in Toronto in 2005, covering enterprise IT for ComputerWorld Canada and the channel for Computer Dealer News. His writing has also appeared in the Vancouver Sun & the Ottawa Citizen.

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