Salesforce.com-Twitter could spell privacy fears

Brinsmead said Salesforce.com's integration of Twitter into its Service Cloud offering will likely ignite a stronger interest among the major CRM players -- Redwood City, Calif.-based Oracle Corp. and Walldorf, Germany-based SAP AG -- who have begun to consider social networking sites but "have so far been more tentative." For instance, Oracle offers enterprises the option to publish information from its CRM OnDemand tool to Twitter, and SAP released its Business Suite 7.0 with a reputation engine that trolls social networking sites like Twitter.

"They will look for ways to pull information and integrate it and watch what Salesforce is doing," said Brinsmead.

That said, Shiau thinks other CRM vendors will be limited to the larger social networking sites "simply because there is a question of exactly how much relevant content or data you can get out of it."

But social networking tools like Twitter, Facebook, wikis and blogs should definitely be considered by businesses as customer interaction channels, wrote Fletcher, because "to provide competitive, top-quality customer service, the onus is on companies to be nimble in their adoption and integration of new social media channels."

And, he continued, newer CRM architectures and delivery models are certainly making this integration easier.

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