Last month I paid a visit to Dreamforce, the user conference for Salesforce.com, in San Francisco. As you may know, Salesforce.com recently acquired Radian6, one of the leading social media monitoring platforms. This was the first time the Salesforce.com and Radian6 team was together at Dreamforce and they put on quite a show.

Because many of the sessions at Dreamforce were focused on social media and social business (here’s an audio recording my talk on the ROI of Social Media), the Radian6 team was not only the star of the exhibition show floor, but cranked up the community team to listen, amplify and triage mentions of both brands, as well as others Dreamforce had purchased over the year, and show off it’s ability to be responsive and nimble despite a high volume of conversations on and off line.

To do this, Radian6 and Salesforce.com set up a command center at the Mosconi Center. They invited me in to check it out. While I was there, I not only got a chance to film what they were doing and show it off, but talk to Genevieve Coates of the community team about their efforts at the show and beyond.

As you’re growing your community team, you’ll hopefully find that example useful. It’s neat to think of building out a war room type setup in your physical location where individuals focusing on various pieces of your business are communicating across silos and routing issues to the right people quickly. Certainly, there are other examples, but looking at Radian6 and Salesforce’s temporary setup for an event gives you a good idea of where the concept can go.

How are you preparing to handle command of your social data and interactions? How many people are you devoting to the effort now? Please share your experiences in the comments so we all might learn. The comments, as always, are yours.

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About Jason Falls

Jason Falls

Jason Falls is the founder and chief instigator for Social Media Explorer's blog. He is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for CafePress, one of the world's largest online retailers. His opinions are his, not necessarily theirs. Follow him on Twitter (@JasonFalls).

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Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

  • Anonymous

    Great insight into SM community monitoring Jason!

    • http://socialmediaexplorer.com JasonFalls

      Thanks Steve! Glad you liked it.

  • http://twitter.com/vargasl Lauren Vargas

    Thanks for capturing the organized chaos of Dreamforce and the brilliant Radian6 Community Team! They certainly did and continue to do a fantastic job of filtering and responding to conversations.

    • http://socialmediaexplorer.com JasonFalls

      Thanks, Lauren. Just wish you had been there, but proud of your new role!

  • http://www.agrotising.com Chris Agro – Agrotising

    Great video interview Jason. I really loved how the rep at Radian6 told you about how they are listening to conversations in different vertical markets and taking that info to develop strategies for the different markets. Great launching point for strategizing.

    • http://socialmediaexplorer.com JasonFalls

      Glad to be useful, Chris!

  • http://www.facebook.com/profile.php?id=12900428 Leah Mackey

    Very interesting!  One thing I would love to learn more about is how R6
    determines who on the engagement/community management team posts are
    routed to.  Is it just based on verticals?  How would you suggest doing it when you have a large volume of posts that need to be responded to around the clock?  For example, I have a team of 25 “engagers” and at any given time there may be 1-5 people working the “My Tasks” stack in R6.  It would be nice if R6 offered a group
    my tasks or other feature that allowed our engagers to work the posts
    requiring a response as they flowed in in chronological order.  The
    challenge we have is attempting to load balance across team members.  Would love to hear feed back on how other monitoring & engagement teams do this.

    • http://socialmediaexplorer.com JasonFalls

      Good question, Leah. I’m sure a team member will probably follow up. They’re good at that. Heh.

      • http://twitter.com/genevievecoates Genevieve Coates

        Of course! Hey Leah, we’ve done some posts on this in the past explaining how we manage large amounts of mentions including an event focused series called the 5 W’s (http://www.radian6.com/platform-blog/2011/08/the-5-ws-series-lessons-learned/) that walks through some of the steps and lessons we’ve learned over time.

        I think the main thing that helps is having a process or playbook ready before you start tackling mentions. If you know what you are going to do with a certain type of post before it comes it, it does make the routing process a lot easier. As far as load balance goes, some of it comes in knowing what areas the members of your team excel in. Do you have 2 people who are get at 1 line responses? They could take a Twitter focus. Do you have a couple others who’s paragraph responses are amazing? Perhaps they could cover the blog space. It’s an ongoing process but knowing your teams abilities will help to make the response/engagement side much more comfortable.

        I’ve grabbed your idea of having a group My Tasks stack and will push that through to our product side for consideration.

        If there’s any other information we can share, just let us know! Always happy to chat :)

  • http://www.facebook.com/profile.php?id=10618874 Chase Sherman

    Genevieve made an interesting comment about the different verticals their “embedded community engagement specialists” participate in… she said some of the conversations are more mature online, whereas others are not.

    I bring up this point because it just goes to show you how new this whole world of social is to most industries.  And, to think that there’s so much untapped potential in the less developed conversations makes for an exciting future.

    Great video, Jason.  This gave me some great insight into how a social media “team” is run in a company who’s at the forefront of this technology.

    • http://socialmediaexplorer.com JasonFalls

      Thanks, Chase. Glad it was useful!

  • Anonymous

    Indeed useful information for which I want to thank you. At first I did not believe my partners telling me that these days social media is the train to catch but after they showed me examples of how much you can boost your company’s online reputation using social media I have become very into promoting my business through means of social media.

  • http://twitter.com/genevievecoates Genevieve Coates

    Thanks for joining us Jason! It was great to have you experience our make shift command center and a great opportunity to chat about the exciting things we’ve been doing in Community!

  • Skeeter Buckley

    Nice bit Jason. Great stuff! How do you get all the backstage passes? haha cheers

    • http://socialmediaexplorer.com JasonFalls

      I know people … Or know stuff on people. Heh.

  • http://twitter.com/CourtV Courtney

    Great post, Jason. Interesting to think about taking some of these approaches by the “big guys” and implementing them into a small/start-up setting. Monitoring and engaging is important regardless of your size – just have to make it work.

    • http://socialmediaexplorer.com JasonFalls

      Great point Courtney. Love to see how some smaller businesses are doing it, too.

  • http://www.AriaAgency.com J.R. Atkins

    Thanks for the great content on Social Media and CRM. This is the heart of the new methods called “Sales 2.0.” Someday a sales person will receive notification via the CRM that a potential customer has engaged enough with the brand (via Social Media ) that they will wellcome contact from a sales rep.

    • http://socialmediaexplorer.com JasonFalls

      Thanks J.R. I think you can safely say that’s happening now with Salesforce and even some of its customers using Radian6 to capture those social conversations!

  • http://www.infinigraph.com Chase McMichael | InfiniGraph

    Jason awesome post SCRM is so important to every business serious about the customer.    Were seeing a big move to how big data plays a role were companies are going beyond listening into action.     We are due for a follow up.    @chasemcmichael:twitter 

  • http://twitter.com/danortegaPR Daniel Ortega

    Thank you for the post! I am looking forward to following @radian6:twitter  and @twitter-76043715:disqus ! I think have a CES is a brilliant idea in which every serious organization should create and implement. I am going to enjoy sharing this with my peers. 

  • http://twitter.com/danortegaPR Daniel Ortega

    Thank you for the post! I am looking forward to following @radian6:twitter  and @twitter-76043715:disqus ! I think have a CES is a brilliant idea in which every serious organization should create and implement. I am going to enjoy sharing this with my peers. 

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