Oracle realizing the importance of social media insights
A little while back it was Sales Force purchasing Radian6; and now its Oracle purchasing the social media monitoring company Collective Intellect. According to Oracle its inquisition will:
…enable marketing organizations to create more targeted marketing campaigns; help customer service teams respond quickly to customer feedback on social media; generate targeted leads and opportunities for sales teams; and strengthen how companies build more effective brands using the Internet and social media
Its quite interesting to see how enterprise level platforms are quite strongly making their way into this domain. This is yet another reinforcement that social media is going to play an important role in business and influencing consumers.
But what will be more interesting is to see whether organizations using such platforms will properly leverage this additional offering; because in my view, organizations (especially in this part of the world) dont REALLY capitalize on the power of consumer data they’ve collected. This is partly because the traditional users of such systems arent that into social media to understand its power. They dont really get how social media relationships can influence the mindset of people and have a huge impact on the choices they make.
This needs to change and it will. Hence the reason why I think it will be interesting to see how organizations will try to build relationships.
Good for Oracle and great for Collective Intellect 🙂