Social Media Monitoring – Engagement would be core to CRM

[tweetmeme source=”khanderao” only_single=false]

Kana announced acquisition of Overtone, Social Media Monitoring platform. This announcement is at the heels of recent announcement by Salesforce of acquisition of Radian6around 350 million. Kana has not disclosed the terms. This acquisition is another example of acquisition frenzy into the world of Social media Monitoring which would be a part of Social CRM.

Typical functionalities of Social Media Monitoring are:

1. Monitoring social media buzz across various sites like Facebook, Twitter, LinkedIn, as well as various QA sites / survyes. The monitoring covers sentiment analysis, response to product releases / campaigns / news PR, feedbacks on products, grivenance about product / people / company, competitor analysis, trends, feature requests etc.

2. Social Media Engagement: Tracking conversations from customers / partners across multiple channels and engaging into the conversations. This is expected to result into better customer / public opinions. Such conversations often take place on public sites and would eventually be monitored by investors too.

3. Social Analytics: Root cause analysis, Analysis of customer profiles, customer response, sentiment, product buzz, competitors analysis are areas where a lot of work is being done and would be done.

[tweetmeme source=”khanderao” only_single=false]

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