The acquisition of Radian 6 by Salesforce.com marks an industry watershed : social business is now overtaking social media at the top of the corporate agenda. Customer interaction and community are now the focus of attention as the social media channels get fuller and noisier amidst increasing concerns about data ownership and privacy. Brands are realising it is time to own the conversations and directly engage with the tools their customers like, but owned and operated by organisations they know and trust. Directly on their corporate website.
Expect to see more and more sites using social technology, from suppliers such as SITEFORUM, as an integral part of sales and service delivery providing the long-awaited answer on many a company directors lips “So this is how we make money from social".