NetSuite Inc. just launched a new product that pulls data from social networking sites such as Twitter, Facebook, and LinkedIn into its CRM and ERP apps.
InsideView for NetSuite is the first entry into what the company is calling “social intelligence software” market.
NetSuite says its new tool will lead to social media-enabled ERP systems, which will be able to: monitor the financial health of customers and partners, gauge social media “buzz” on issues such as brand reputation and customer satisfaction, help sales professionals find new customer opportunities, and improve high-end selling through social and business connections to C-level executives.
The part of the press release that actually made me laugh was NetSuite’s claim that the software will “integrate social profile information to engage job candidates across multiple channels.”
Translation: Use this tool to automate the process of checking out potential job seekers’ Facebook pages.
Now while all this might be handy, I seriously doubt the product is worth the investment at this point. There’s no denying that “social intelligence” tools will gain in popularity over the next decade or so, but during a tough economy, this seems like something that probably won’t pay for itself.
Big or small, your company probably has at least one person that monitors Google News and the blogosphere. Plus, I would think it’s standard procedure at most HR departments nowadays to spend a few minutes searching online when vetting a potential recruit.
Have either of these duties become so overwhelming that they compel you to install a “social media” component into your ERP or CRM system?
At this point, buying a tool that actually integrates some of the gibberish that’s put out on Twitter or Facebook into your enterprise systems might actually do more harm than good.