Salesforce.com Inc., the largest maker of online customer-management software, introduced an advertising application that lets brands run campaigns on Facebook Inc. and Twitter Inc.
Social.com gives marketers software to create campaigns for the Web and mobile devices, targeting data from Facebook and Twitter, and analytics to track the performance of their ads, the San Francisco-based company said today in a statement.
Chief Executive Officer Marc Benioff is pushing Salesforce beyond customer-relationship software and into social-media marketing with acquisitions of Buddy Media Inc. and Radian6 Technologies Inc. in the last two years. Earlier this year, the company was among the first to sell ads appearing alonside status updates on Twitter.
“Salesforce.com is doubling down on social ads,” Michael Lazerow, co-founder of Buddy Media and now chief marketing officer for Salesforce marketing cloud, said in today’s statement.
Salesforce rose 2.9 percent to $41.47 at 12:35 p.m. New York time. The shares had dropped 4.1 percent this year through yesterday compared with a 9.5 percent gain for the Standard & Poor’s 500 Index.