3 Companies Defining Salesforce’s Social Enterprise


As social media continues to change the landscape for both businesses and consumers alike, it’s still unclear what we can expect from a truly social era of business. However, Salesforce is working harder (and spending more) than any other company out there to determine what that future will look like.

We’ve given a lot of attention to Salesforce’s vision for the “Social Enterprise” in the past and we’re thrilled to see Salesforce already forthcoming with real case studies of their social enterprise in action. With examples like Facebook, Burberry, and Virgin, Salesforce dazzles with what they’ve already accomplished and what the future may hold. Below are a few of the most intriguing case studies offered, but others are available on the Salesforce Youtube page.


With a strong “Hacker” culture and one of the deepest talent pools in Silicon Valley, I was surprised to see that Facebook had chosen to partner with Salesforce instead of building out their own application. However, the uses they have found for social enterprise products already demonstrate the success of their partnership.

Primary Tool: Facebook is using Salesforce’s Work.com tool to create an internal management tool that matches their culture. Facebook is using Work.com to manage the onboarding process of new employees, provide a place for employees to give and receive feedback, and create a culture of accountability to coworkers and not to management.

Standout Feature: Personalized dashboards for each employee to view the reviews, critiques, and encouragement of their peers.


Never a company to shy away from anything new and different, Virgin has implemented Salesforce to help manage relationships with their employees and customers alike. According to CEO David Cush, implementing Salesforce solutions is the most important internal upgrade happening at the company right now.

Primary Tool: Virgin is using Salesforce Chatter to keep their employees connected and to stay engaged with their customers. According to their CEO, over 90% of Virgin’s employees do not have an office or laptop computer, making a mobile tool like Chatter the ideal solution to keep on-the-go employees in the loop.

Standout Feature: Virgin has plans to use a chatter-like system, presumably powered by Salesforce, to customize the monitors at a passenger’s seat to display custom greetings, tailored features, and more.


Burberry has been one of the hardest-charging brands out there when it comes to their digital and social strategy. According to their CEO, the Burberry customer speaks social, and Burberry needs to be fluent.

Primary Tool: Burberry is using Salesforce’s new social monitoring tools in Radian6 to track social conversations and create real-time dialogue with their customers. Burberry is pushing hard to merge the offline and online experiences of their customers and integrate this information directly into the shopping experience of their newest store.

Standout Feature: Burberry is working to expand the features of their retail stores to digitally display information about their products, have certain items trigger audio and visual content, and more.

Now, you should certainly take these stories with a grain of salt since they come directly from Salesforce in a highly stylized format, but I am encouraged by what Salesforce has already been able to accomplish just months after their recent acquisitions.

We will continue to see the social enterprise change as companies continue to adopt, adapt, and evolve social solutions like those offered by Salesforce, but seeing how far we’ve already come is pretty staggering.

What do you think of the social enterprise? Are you encouraged by the examples above? Let us know!