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Faceforce: Bringing the Power of the Social Graph to Enterprise Apps

Strategy and Business Models
Location: 2022 Level: Novice

Faceforce, which integrates Salesforce CRM with Facebook, is the first social enterprise mash-up. Approximately once per decade, the enterprise software industry undergoes a fundamental shift ushered in by a new disruptive technology. The 70s gave rise to mainframe computing, led by companies like IBM. In the 80s, the introduction of PCs gave rise to client-server computing, dominated by Microsoft, Oracle, and others. During the 90s, the Internet shook things up once again, making possible new innovations led by companies like Google, Yahoo!, eBay, and Salesforce.com. Today, we are seeing a fourth wave of “socially aware” enterprise applications.

This session will walk through the thinking behind Faceforce, future development plans, and how the social networking phenomenon at large will fundamentally change how business software is developed, deployed, and used. We will explore how the lines are increasingly blurring between the consumer and enterprise spaces, and what this means to businesses trying to market and sell their products.

Photo of Clara Shih

Clara Shih


Clara Shih is the creator of Faceforce, the first social graph app for the enterprise. She also heads product marketing and product management for AppExchange, salesforce.com’s community and marketplace for on-demand business applications.