In an effort to roll more social media features into its popular cloud-based customer relationship management (CRM) solution, San Francisco-based Salesforce.com (News - Alert) is announcing the release of Radian6 Social Marketing Cloud. The technology behind the new feature comes from Salesforce.com's acquisition of Radian (News - Alert) 6 earlier this year.

Salesforce.com says the new Social Marketing Cloud, which will be integrated into Salesforce's CRM platform and apps, will help companies change how they do business in the era of social media, by transforming social conversations into “meaningful engagements,” Newsfactor is reporting today.

Companies are finding they are overwhelmed by the sheer volume of information contained in social media, and many are unable to collect and aggregate it, let alone use it. This is where Salesforce.com's new solution will come in: Radian6's Social Monitoring technology will help client companies capture about 150 million sources of social media in 17 languages, across Facebook (News - Alert), Twitter, YouTube, LinkedIn, blogs, other online communities and other sources, says the company. The information deemed useful by the advanced analytics can then be displayed and managed on dashboards or in reports. Salesforce.com says that the “Social Insights” feature of the solution was designed to accommodate third-party tools such as Klout, OpenAmplify and OpenCalais, as well as provide additional data about demographics, influence, geolocation, sentiment and topic categorization.

Salesforce.com purchased Radian6 back in May for $300 million. In September, the company made another social media acquisition when it purchased Assistly for $50 million. Future integrations of that technology into Salesforce.com's platform are expected to allow corporate customers to quickly provision socially-based customer service as needed.