Large software brands likely to integrate Twitter

2 Apr 2009

Following the example of, which will add Twitter to its service cloud solution, Datamonitor predicts a growing number of business software vendors will add the social-media tool as an application for customer service. is the first to offer integration with social-networking websites. However, according to independent market analyst firm Datamonitor, other customer relationship management (CRM) vendors are likely to closely follow the company and begin addressing demands for social networking in the near future.

Following on from the announcement of its new customer service initiative, called the Service Cloud, has announced it will add integration with Twitter to this solution, adding to its existing integration with Google and Facebook.

This solution connects social networking with client interaction processes, using forums and search engines for customer feedback. The integration with Twitter will be available from summer 2009, allowing automated searches of Twitter content to be pulled into Salesforce CRM.

Twitter has recently improved its search capabilities. Having acquiring Summize in July 2008, Twitter now offers users the ability to search all updates to find relevant words or phrases.

This technology will be used by customers, who will be able to select appropriate phrases or words to create records in the Service Cloud.

Many large brands have begun to use Twitter as a customer service tool, such as Bank of America, Comcast, JetBlue and Zappos. These companies are offering customers advice in response to queries, and providing information about new products and services.

This allows companies to make information more readily available and, additionally, customers are sharing advice and information among themselves.

Using, brands will be able to set up alerts when someone mentions the company name, in order to track sentiments. will also offer analytics capabilities for customers to find trends and data patterns. is the first CRM vendor to announce integration with social-networking websites to its Service Cloud.

This timing is right because websites such as Facebook and Twitter are seeing a rapid uptake in users, said Aphrodite Brinsmead, Datamonitor analyst for customer interaction technologies.

According to TweetRush, a service providing estimated statistics on Twitter usage, in early February, Twitter had around 400,000 active users per day; this figure had risen to over 600,000 active users on average per day by the end of March.

Facebook now has 175 million active users and, interestingly, from the website’s own statistics page, more than four million users become fans of Pages each day.

This is particularly relevant for, which is using brand Pages to push information to Google through the Service Cloud, in order to provide information to its customers and push customer information back to the brands.

According to Brinsmead,’s clients need to develop brand equity and focus on improving customer service and customer retention rates, particularly in this slow economy.

“Twitter is an open web service with information available to all internet users. It was a logical next step for to add this to its Service Cloud,” she explained.

Brinsmead believes that the Twitter integration is even more relevant than the previously announced Facebook integration, which relies on customers joining Facebook groups or Pages.

“ has been early to market with the announcement of social networking integration for CRM, and appears to be one step ahead of its competitors. It has also gained significant publicity through these announcements, something at which the company excels,” she said.

However, Brinsmead warned there will be challenges with integrating the data and ensuring’s customers can use the information fully.

“Although integration with Twitter has been announced, the solution is not yet available. There could be delays in ensuring seamless integration of data.

“There are also concerns around security in sharing and integrating information from Web 2.0 channels. At the moment, it is difficult to validate the authenticity of postings and advisors, and data ownership,” Brinsmead said.

“Analysing the continuous flow of information could prove challenging for, which is not traditionally an analytics or business intelligence (BI) company. The company may need to form further partnerships with BI or analytics vendors to enable customers to get the best presentation of information, and this could also be costly for customers.

“However, does have a large pool of AppXchange partners with the ability to create a social networking-specific analytics tool, and should encourage development of this type of application,” she said.

“In addition, the post length of 140 characters may not be enough for customers to provide full information on problems or even positive feedback. The Service Cloud relies on customers posting useful information, and it may be difficult to find value from the vast amount of data provided on Twitter, particularly as the numbers of customers grow.

“The reliability of Twitter is also questionable, with information being updated very slowly and error messages often occurring. These problems are likely to increase as it grows to support more users.”

Brinsmead pointed out that Twitter is not currently a money-making business, rather a social-networking experiment, and is still in the research phase. Until the technology matures, these problems are likely to remain, she said.

This may be an issue for vendors such as that are integrating their applications with Twitter, and it could potentially cause delays with development of joint solutions.

According to Brinsmead, will be successful with its Service Cloud, as its customers view the benefit of information from social networking.

“CRM competitors are likely to follow closely behind. Oracle and SAP have begun to consider this, but have so far been more tentative than Oracle is offering the option for enterprises to publish information from CRM OnDemand directly to Twitter, and SAP has demoed Twitter monitoring as a part of its Business Suite 7.

“Unified communications and telephony vendors are also likely to form relationships, with Avaya having just announced integration with Facebook for its new Aura platform,” she said.

“Datamonitor expects more announcements of integration with social networks from both CRM and analytics vendors, but vendors need to be innovative in their use of these technologies, rather than jumping on the bandwagon.

“Vendors should spend time thinking of ways in which social-networking integrations can benefit customers from either a cost savings or business process improvements perspective.”

By John Kennedy