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7/17/2014
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Oracle Social Cloud Gains LinkedIn Support

Oracle Social Cloud's LinkedIn integration gives marketers publishing, automation, and analytics tools to help manage their LinkedIn presence.

LinkedIn Tips: 10 Smart New Moves
LinkedIn Tips: 10 Smart New Moves
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Oracle's Social Relationship Management (SRM) platform will now support LinkedIn, the company announced Wednesday at its Marketing Cloud Interact event in San Francisco. The integration will allow Oracle Social customers to publish, engage, automate, and analyze LinkedIn activities within the Oracle SRM platform.

Oracle becomes the tenth company to join LinkedIn's Certified Company Page Partners program, which offers services and tools to advertisers and marketers to help manage their presence on LinkedIn. Adobe and Hootsuite are also partners.

Oracle Social Cloud's LinkedIn integration will give marketers a host of new tools to manage their company's LinkedIn presence. Users can schedule and publish LinkedIn Company Page and Showcase Page updates; target posts by geography, language, company size, job function, industry, and seniority; and view, manage, and respond to likes and comments on content that the company shares, for example.

[Famed Oracle security researcher finds vulnerabilities in a key database security feature. Read Dark Reading Radio: Oracle Database Security Hacked.]

The partnership also gives Oracle customers access to workflow, automation, and analytics tools. Marketers can manage the authorization of LinkedIn Company Pages and Showcase Pages within the Oracle SRM platform; assign users management, publishing, and engagement permissions; and browse page-level and post-level reports that include metrics such as likes and comments on a LinkedIn update, Oracle said.

"The launch of Oracle Social's LinkedIn support will better serve B2B companies, as well as companies needing a complete multichannel social strategy to reach and engage with LinkedIn's influential users," the company said in a statement. "Oracle Social helps customers connect throughout the buyer's entire journey."

Oracle also announced a number of updates to its Marketing Cloud ecosystem, which it says will help CMOs and global marketing teams execute better campaigns.

One key update uses Oracle's BlueKai data management platform to build "look-alike models" that learn from the seed data of existing customers to find prospective customers.

Marketers can also use push notifications to deliver messages with more customization using Oracle's Responsys Marketing Platform Cloud service. This option lets a company send customers personalized SMS or push notifications announcing flash sales, for example.

Oracle also made enhancements to both its Responsys and Eloqua e-mail message designer help marketers create and test responsive e-mails. Marketers can choose from standard templates, imported designs, or a blank canvas.

John Stetic, group VP of products for Oracle Marketing cloud said the latest enhancements are key to helping businesses create brand advocates. "The latest updates to Oracle Marketing Cloud reinforce our commitment to delivering marketing simplicity in an easy-to-use, enterprise-ready marketing platform so marketers can focus on their ultimate objective -- attracting and developing ideal customers."

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Kristin Burnham currently serves as InformationWeek.com's Senior Editor, covering social media, social business, IT leadership and IT careers. Prior to joining InformationWeek in July 2013, she served in a number of roles at CIO magazine and CIO.com, most recently as senior ... View Full Bio

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danielcawrey
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danielcawrey,
User Rank: Ninja
7/20/2014 | 5:40:44 PM
Important
Leveraging LinkedIn is very important for companies today, so I can understand why they might want to use this product. I would be curious to know how expensive it is, however. 

It might not matter to larger organizations, but if it is expensive smaller businesses will not be interested in this - even though those organizations might be the best fit for using a LinkedIn presence to communicate branding and other marketing efforts. 
Social is a Business Imperative
Social is a Business Imperative
The use of social media for a host of business purposes is rising. Indeed, social is quickly moving from cutting edge to business basic. Organizations that have so far ignored social - either because they thought it was a passing fad or just didnít have the resources to properly evaluate potential use cases and products - must start giving it serious consideration.
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