Oracle thinks global with its social media analysis software

Oracle's tools can now analyze social content in more languages

Oracle has broadened the number of languages its social media analysis software supports, in a bid to appeal to enterprises with operations and customers across the world.

The vendor's Social Relationship Management software now has support for English, Chinese, Portuguese, Spanish, Russian, French, German, Italian, Dutch, Korean and Japanese, according to Monday's announcement.

SRM is part of the company's broader suite of "customer experience" software that spans sales automation, customer service, marketing and support. It competes in this area not only with frequent rival SAP but also Adobe and IBM, companies that have largely eschewed the enterprise applications market but see an opportunity in technologies that cater to digital business.

Oracle's SRM software includes semantic text analysis capabilities that "go well beyond keyword and Boolean to reveal actionable insights like consumer intent, product likes/dislikes, and customer service issues," according to Monday's announcement.

Other new features include a dashboard that gives users the ability "to see where conversations are happening globally, and allocate workload accordingly," Oracle said.

There are two main categories of social media monitoring tools, said analyst Alan Lepofsky, vice president and principal analyst at Constellation Research: "Those that can help an individual brand monitor and respond to content related to them, and then tools that can analyze larger sets of data, such as shopping patterns on holidays."

One of the most important functions is accurately matching a person posting on social media to actual customer records that show their buying or support history, Lepofksy added.

Oracle's acquisitions of RightNow, Vitrue, Collective Intellect, Evolver, Eloqua and Responsys are an attempt to give it a portfolio that can help companies connect with customers through the entire buying cycle, Lepofsky said.

Many companies could now be ready to invest in social media analysis tools.

"I think most organizations are past the 'thinking about social media' stage in terms of sales, marketing and support," Lepofsky said. "Social media as a channel is influencing many organizations to combine their digital strategy across multiple departments that used to operate more independently."

Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris' email address is Chris_Kanaracus@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in