Oracle banks on Twitter and to a more sociable business environment

Oracle added a new data service on Twitter called Oracle Social. It aims for businesses to analyze their brands using data from social media interactions.

The information management company has brought social media components like publishing, listening, engagement, content, apps and analytics into one cloud service to help companies market their brands. It is called Oracle Social Cloud. The service helps companies connect with customers on Twitter.

Oracle Social Cloud is providing Twitter a new data and functionality service to remodel and enhance customer service support of brands.

"Social is a piece of something else," Meg Bear, Oracle Cloud Social Platform group vice president, said in a statement. "It's a vital piece of understanding and engaging with customers, and developing a better profile of customers, to deliver more satisfying customer experiences."

David Vap, Oracle's group vice president for product development emphasizes the importance of the customer's voice on social networks in creating a brand, which lead them to build the Service Cloud and the Social Cloud.

"The updates to the Oracle Service Cloud and Oracle Social Cloud help businesses listen, identify and track social conversations, enabling them to quickly and efficiently respond to customers looking for answers, which help foster a loyal group of brand ambassadors," Vap stated on Virtual Strategy.

According to the Twitter blog, the management recognized that consumers are relying on Twitter to solve issues. In fact, around 80% of social customer service requests came from Twitter. 

There is also an apparent increase of Tweets about brands and customer service queries over the past two years. Moreover, companies engaged in social media customer service had improved revenues over those companies which are not active in the social media.

So Oracle Social is for companies to build their labels on social media. By means of the social service, brands could obtain Tweet analysis, engagement, impressions, as well as conversations and insights from consumer interactions. Companies could also identify consumers sharing their feedbacks about the performance of their brand's customer service.

Together with Oracle, Twitter also partnered with Sprout Social to make it easier for companies to provide customer service. Twitter promised it will give updates about the service in the upcoming months.