Cloud CRM firm wants to move beyond listening to social talk to understand what is being said
Salesforce.com has updated its Radian6 social media monitoring software with the introduction of Insights, expanding analysis beyond sentiment to include intent, demographics and online influence.
The updates will help companies deal with the deluge of data from social networks such as Facebook, Twitter and LinkedIn as well as blogs, forums and sites like YouTube, salesforce.com said.
Salesforce Radian6 Insights brings on board a number of partners to improve its analytics capabilities: Clarabridge for text sentiment analysis, Lymbix for emotion and tone understanding, PeekAnalytics for social audience measurement, Solariat for intention analysis and OpenAmplify for customer service capabilities.
These companies join Klout and OpenCalais, who were already partners.
Capabilities such as sentiment analysis and certain demographic information have been available in Radian6 for a while now, but this latest update extends those features a little more, the company told CBR.
Radian6 product marketing manager Gordon Evans said sentiment analysis has been upgraded to include foreign languages and demographic information can be pulled from biographies on sites like Twitter and Facebook.
The company used the tweet "I’m loving the Apple keynote. Totally want to get the new iPad. When is it coming out?" as an example of what the new Radian6 can do. The tool can pull sentiment ("loving"), company info ("Apple"), intent ("want to get"), product ("new iPad") and customer service ("When’s it coming out?") from that one tweet, providing the company with a lot of useful information they can act on.
"People are sharing more and more information thanks to sites such as Facebook and Twitter," Gordon Evans said. "There is a huge volume of social data out there and we want to go beyond just listening to get meaning and actually understand what is being said."
Insights also comes with a new dashboard that enables users to scroll through the various options for analysis, depending on which additional services have been signed up for.
Users can them pull relevant information from Radian6 into their CRM software with the salesforce.com Social Hub.
Radian6 Insights is available now and is included in general Radian6 deployments. The add-ons available through partners are priced individually and start at £50 per deployment per month.