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Salesforce.com to Offer Companies Social-Network Data Sifting

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Salesforce.com Inc. (CRM), the largest seller of online customer-management software, is working on technology to help corporate clients sift through social-network traffic to track what potential customers are saying.

The company may add the products through internal efforts or through acquisitions, Chief Scientist JP Rangaswami said today in an interview in Munich. That would allow Salesforce to add to a lineup that includes Social Marketing Cloud, which enables companies to react to messages such as tweets sent by users of Twitter Inc.’s network.

“Lots of devices, lots of people on the network means lots of noise,” Rangaswami said. “The next generation of value is, what is the smartest way to create filters? How do you know which of all these tweets to listen to?”

Chief Executive Officer Marc Benioff is expanding Salesforce’s offering beyond Web-based software for managing sales and customer service to include social-media tools that track customer preferences and connect clients’ staff directly with potential buyers. Salesforce has won contracts provide such tools to companies including Toyota Motor Corp., Burberry Group Plc and Coca Cola Co., Rangaswami said.

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