to buy social monitoring vendor Radian6 plans to buy social media monitoring vendor Radian6, whose technology tracks conversations occurring on social sites like Facebook, Twitter and LinkedIn, the company said Wednesday.

Radian6’s technology gives companies insights into what people are saying about their brands and products, as well as competitors. Its customers include Kodak, PepsiCo and greater than 50 percent of the Fortune 500, said. will pay roughly US$276 million in cash and $50 million in stock, net of cash acquired. The transaction is expected to close by July 31. plans to meld Radian6’s capabilities with its own growing array of software for sales and customer service, as well as its Chatter social networking platform. Developers will also be able to use Radian6 technology when building applications on’s platform, the company said.

The deal will “extend the value of all of our offerings,” CEO Marc Benioff said in a statement.

Rumours had swirled for months that was planning to buy Radian6, which will be the latest in a string of purchases that include online meeting and collaboration vendor DimDim and Heroku, maker of a cloud-based platform for building Ruby applications.

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