Salesforce ExactTarget Marketing Cloud introduces Radian6 Buddy Media Social Studio

  • 12-May-2014

No, that title is not a link bait.

Salesforce announced a new product called "Radian6 Buddy Media Social Studio" which is part of its "Salesforce ExactTarget Marketing Cloud." In an age when 140 characters can have a far reaching impact, that's a rather longish name. But let's look beyond the name.

Salesforce's Marketing Cloud consisted of many products, including Radian6 for Social Media Analytics and Buddy Media for Social Media Marketing. In our evaluation of Salesforce, describe how Salesforce Marketing Cloud has been more of a marketing package rather than a truly integrated offering.

Salesforce took first steps to integrate some of the individual products within the suite and announced this new product earlier this week. As the name suggests, "Radian6 Buddy Media Social Studio" is an integrated offering that provides capabilities from Radian6 as well as Buddy Media. It provides workspaces for teams to work together along with shared calendars, ability to publish to Facebook and Twitter, and social media analytics.

You may hear claims that it's not a "cobbled together solution," but rather a completely new platform. I don't believe that's entirely true. To me, it appears to be a new interface that pulls together a subset of capabilities from Radian6 and Buddy Media. The underlying platforms are still the existing ones. Nothing wrong with that, as those are platforms that are reasonably well regarded in their own right -- but calling it a new platform gives a different impression.

We will have more to say about this in our forthcoming updates to Marketing Automation and Social evaluations. But in the mean while, if you are evaluating Social Studio, make sure you understand what are the specific capabilities of Radian6 and Buddy Media that are available from within Social Studio.

Products in this space can be long in name but not always long on suitability for specific enterprise needs.

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