Exciting news in the social media monitoring world today with the acquisition of Radian6 by Salesforce.com for some nice money. The move makes all the sense in the world as it gives Salesforce.com a reach into the Marketing/PR world rather than just sales. Radian6 was already the most widely recognized name in the social media monitoring space, and as an independent operator was a logical choice for acquisition. Buzz in the industry has been that they would be acquired sometime this year, but I never expected Salesforce.com to be the purchaser. Going forward I suspect that this will change the SMM marketplace quite a bit.
There is now an 800 lb gorilla in the game, with the money and brand to really put pressure on all of the other SMM vendors. It’s going to be interesting to watch this space over the next 6 months and see if there are any other big mergers or acquisitions.
Hitting closer to home, this is important for Lexalytics because Radian6 is one of our newer customers, and we’re obviously very interested in seeing the relationship succeed and expand. It’s an exciting world out there, and this acquisition should ramp up interest in social media monitoring even more, because for if a company like Salesforce.com is willing to pay $318M for a social media monitoring company, then they clearly believe that global brands have figured out the need to watch social media, and that need will translate into more business for them.