"If you don't do that, I don't know what your business model is in five years, Angela Ahrendts, the CEO of Burberry, a luxury brand that has adopted Salesforce's social applications, said in a video prepared for today's Cloudforce conference.

Salesforce has extended its reach on the social Web through a , a social-media-monitoring firm, to help customers cull through the daily churn of Facebook postings, tweets, YouTube videos and other online content to surface mentions of a specific company or product and glean insights about consumer sentiment and promotional opportunities.

In addition to providing tools to help enterprises engage on the public Web, Salesforce is touting a number of back-office and productivity applications on its platform that include a social dimension.

Chief among those offerings is the Chatter enterprise social networking app, which has already seen adoption by some 150,000 companies. Saleforces boasts that the streamlined collaboration that Chatter provides can reduce employees' email volumes by 30 percent.