Salesforce.com’s recent acquisition of social media monitoring platform Radian6 may ultimately be viewed as a tipping point for the sector. It could be the moment when Salesforce, the company that helped make CRM mainstream, brought social media marketing to the masses as well.
Could the time also have come for your marketing department to go all in with its investments in social media, spending, not only on more advanced tools for tracking and engagement in social conversations but also in people and processes to get the social media job done right?
If so, the next questions to ask are: Exactly how much are companies that have made the plunge into social media spending on it? What are they spending on tools like Radian6, on help in getting started from agencies, on a community manager to take social media in-house and on related tools and processes?