Why Did Salesforce.com Buy Radian6?

Salesforce.com buys Radian6By now, you probably know that Salesforce.com is buying Radian6 for a total of $326 Million.  On the heels of Salesforce.com’s investments in HubSpot and Seesmic, I’m not at all surprised at this move. HubSpot’s unique lead generation and engagement platform is great for pushing content, while Seesmic is a cool self-service social network management tool. Radian6 can add some amazing analytical value to the mix.

But Salesforce.com? SFDC’s client list is a who’s who of global businesses with one thing in common: they are either commercial product and service companies or the commercial divisions of very large consumer-oriented businesses like Dell and NBC. Yet, social platforms have largely been considered consumer media. So does this investment make sense for SFDC?

Of course it does.

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