Salesforce launches socially oriented Marketing Cloud

San Francisco—Salesforce.com Inc. has introduced a new service that combines the technologies of recent acquisitions into a social media-oriented marketing suite of tools.

Salesforce.com's new Marketing Cloud—an update of a similarly named product introduced late last year—uses social listening and analytics technology from Radian6, which Salesforce acquired in 2011. It also uses content publishing and social-media management solutions from Buddy Media, which Salesforce bought this summer. The new suite measures brand presence across social channels, and publishes and measures the impact of content distributed in those channels.

In addition to its social workflow and management capabilities, the new Salesforce Marketing Cloud also manages socially optimized ad campaigns, including Sponsored Stories and mobile News Feed ads on Facebook.