How the Sprout Social Salesforce integration strengthens your team

There’s a reason more companies are linking their CRMs with social media management tools like Sprout Social: Optimizing your customer experience should be at the forefront of your social media strategy.

Through our global partnership with Salesforce, we enable brands to deliver world-class social customer care without interrupting workflows.

Sprout’s robust Salesforce ecosystem comprises Salesforce solutions integral to your business. This includes Service Cloud, Sales Cloud, Marketing Cloud Intelligence, Agentforce Assistant for Service Cloud, Tableau and Slack—all of which enable you to build a single, 360-degree view of your customers.

For example, our Service Cloud integration ensures Salesforce customers manage all their social customer care requests directly from within Service Cloud. It enriches customer CRM profiles with social data to provide a holistic view of customer interactions while speeding up internal collaboration and uncovering valuable insights.

In this guide, we’ll dive into the Sprout Social Salesforce ecosystem to explain how the integrations work, and how they streamline tasks across your entire business. This, in turn, helps you break down silos, improve customer experiences and turn social insights into measurable business impact.

Why you need to integrate your CRM and help desk with social media ASAP

The importance of social media integrations with your business’ tech stack can’t be overstated. And your CRM platform should be a top priority. This is especially true as customers rely on social media as a research tool, support channel and place to sound off about brands.

According to the 2025 Sprout Social Index™, 73% of social users agree that if a brand doesn’t respond on social media, they will buy from a competitor. Nearly three-quarters of consumers expect a response within 24 hours and want it to be personalized to their needs.

When brands leave their consumers behind, they’re missing out on key opportunities to improve customer retention and their bottom line. The Sprout Social Salesforce integration addresses this.

Before we get into the nitty-gritty, let’s dive into some of the key upsides of linking your CRM with your social presence.

Create a 360-degree view of your customer

Social data is the missing puzzle piece that completes the 360-degree view of your customer.

According to our 2025 Impact of Social Media Report, 60% of the 1,200 marketing leaders from around the globe surveyed said social media drives new customer acquisition. Another 58% said social played a significant role in promoting customer loyalty. Knowing your customers and ensuring you’re meeting them where they are to address their needs is paramount.

Empower your agents with a complete customer-360 view before responding to customers. Sprout Social enriches your Salesforce customer CRM data with social data to provide a comprehensive view. With this integration, agents can engage in real time with the right context.

Sprout’s Tableau Business Intelligence (BI) Connector takes it a step further by combining social data in an omnichannel view, customized with the exact visuals and metric combinations companies need. This delivers rich data options and visualizations that give users a complete view of their customers, without requiring time-consuming work.

And now with Sprout’s social data in Salesforce’s AI assistant, Agentforce assistant for Service Cloud, care agents can accelerate case resolution time, more easily personalize responses to customers and enhance their customers’ overall brand experience.

With a more complete picture of your customer, you can create meaningful customer journeys and segment audiences based on their social interactions with your brand. Use the robust social data shared with Salesforce to ensure you’re delivering personalized messages that convert contacts to lifelong customers.

Monitor make-or-break moments in the buyer’s journey

While CRMs help businesses assist leads and customers on the path to purchase, social media is where the crucial moments happen during that journey. This rings true for B2B and B2C alike.

Marketing leaders agree. Per the 2025 Impact of Social Media Report, 67% say social media is critical in driving brand awareness. Marketing teams go even further, with 68% saying they measure social media returns by engagement, and 65%, conversion rates. This is not surprising considering that engagement showcases awareness and interest, and conversions reflect the downstream impact of social of driving consumer actions. In this way, both metrics directly project social’s influence across the customer journey.

Let’s assume the typical B2B buyer’s journey is around eight months. Social interactions are a given for those researching a product, whether it’s engaging with brand content, interacting with niche groups or reaching out to brands directly. Similarly, research from TikTok describes consumer behavior as an “infinite loop” in B2C. In short, the modern path to purchase is far from linear when people are bouncing between so many channels.

As customers bounce between platforms and content, social media serves as a place to make valuable touch points along the way. This includes answering questions and publishing educational content to nurture leads.

In fact, the most recent Index found the primary reason people follow brands on social is to stay informed about products and services.

Earn (and track) more social sales

The growth of social selling speaks for itself.

Do activities such as customer care and content marketing contribute big-time to closing and retaining leads? Of course. Still, they’re difficult to track without a CRM.

With integrations like those between Sprout Social and Salesforce, it’s so much easier to attribute sales from social. The ability to quickly answer questions and hand off cases between social, sales and support likewise makes it easier to respond to people quickly. This, in turn, catalyzes social media lead generation.

Gather meaningful customer insights you might otherwise miss

The more info you have about your customers, the better. Consolidating touchpoints between social media and your CRM gives you a more in-depth understanding of your audience. And by tapping into Sprout’s Tableau BI Connector, your team can access all consumer data in one place to get a birds-eye view of how social media fits into the larger picture.

The 2025 Impact of Social Media Report shows 71% of business leaders want social data to inform their brand’s digital marketing strategy. Another 58% want to use social media to improve customer experience and success, and nearly half want customer care & support teams to use social insights.

Consider how many people use social media as a place to sound off about brands.

These conversations and activities provide insights for sales and support, including:

• Sales objections
• Pain points and challenges
• Wants and needs
• Competitor advantages (and disadvantages)

With all of the above on hand, your team can approach leads and customers with a much-needed sense of confidence.

How does Salesforce integrate with Sprout Social?

Sprout integrates with Salesforce’s ecosystem by enabling you to merge your CRM data with social media, so you can leverage social intelligence to enrich customer profiles. Service teams can reply to messages from within Salesforce Service Cloud, while Agentforce automates routine tasks and surfaces insights from intelligent AI assistants. This enables you to streamline customer care and unify interactions across channels. Plus, with Marketing Cloud Intelligence, you get post-level analytics and customized dashboards to track performance and guide strategy.

Let’s dive into the specifics below.

What entities are available with the Sprout Social Salesforce integration?

The Salesforce social media integration with Sprout Social enables the creation and editing of these entities directly within Sprout’s dashboard:

• Leads: Kick off the sales process by identifying potential customers through questions, comments and other social media interactions. This enables you to paint a complete picture of your CRM contacts.
• Cases: Route customer issues or concerns posted on social to your support team without leaving the platform.
• Contacts: Beyond customers, track social interactions with contacts such as company partners. Create Salesforce contacts, leads and cases directly in Sprout, which enables you to route social customers to support and sales without leaving Salesforce.

To learn more, check out this detailed breakdown.

Sprout Social + Salesforce Sales Cloud and Marketing Cloud

With Sprout’s integration with Sales Cloud, marketing teams can send end-qualified leads to the sales team, plus create new contacts in connection with your social channels within Salesforce. Further, personalize audience segments and journeys in Marketing Cloud based on your social data. Build lasting customer connections by tailoring every journey, while integrating insights seamlessly with your broader marketing metrics.

Sprout Social + Service Cloud

With Sprout’s Service Cloud integration, your agents can manage social customer care in real time, armed with the context they need. You’re also able to preserve the integrity of your Service Cloud data while giving your team the freedom to connect with customers on their preferred channels. These include networks like X (formerly Twitter), Instagram, Facebook, Google Business, TikTok and LinkedIn.

Bringing the social conversation to your agents’ Service Cloud workspace also enables you to consolidate your tools and add a layer of security that keeps your sensitive customer interactions within Salesforce’s controlled, permissioned environment. Plus, automated case creation and routing ensure messages are automatically sent to the right care teams, improving agent productivity and enhancing customer experience.

Sprout Social + Tableau + Salesforce

We understand there are times when you need to take social data outside of Sprout to combine with other data streams (including customer care and other marketing data), and to further customize it based on your company’s internal preferences.

With Sprout’s Tableau BI Connector, you can combine the power of social data with other business channels. The tool enables you to analyze data, create custom metrics and merge different data sources. And so tie your social presence to actual business results with analytics and reporting.

This seamless and customized view gives you a consolidated source of truth for wider business insights and performance.

The integration:

• Consolidates wider business updates
• Builds your perfect dashboard
• Accesses data without the dev network

For Salesforce users, this ensures social data and insights are included in your 360-degree view of your customers.

Sprout Social + Agentforce

With Agentforce, customer care agents who use Sprout + Salesforce Service Cloud can access customer details even faster with conversational AI. Using data from Sprout and Service Cloud, Agentforce can surface answers about how a customer has previously interacted with your brand—on social and beyond. This enables them to understand customers’ history with AI-powered summaries of their sentiment and cross-channel case overviews. They get insights instantly without manual searching, so they resolve tickets faster, improving both resolution time and the quality of your social customer care.

Plus, responding directly within Service Cloud, where agents work, reduces the need for multiple tools wrapped in a layer of governance and security.

Sprout Social + Salesforce Digital Engagement

Sprout’s upcoming native Salesforce Digital Engagement integration consolidates social messages into your existing agent experience. It brings social media networks like Instagram, LinkedIn, X, Facebook Messenger and WhatsApp directly into Salesforce Service Cloud. By unifying social and CRM data, the integration also enables you to scale customer care more effectively.

The native aspect of the Digital Engagement integration broadens connectivity across the Salesforce ecosystem. It unifies customer conversations happening across all channels while giving care agents full access to Salesforces’ native features in a single UI. And with unified reporting, it helps deliver critical social intelligence to teams across marketing, sales and product to inform every part of your business.

Per the Q2 2025 Pulse Survey, 49% of consumers say if a brand is unresponsive to their customer service questions on social, they’ll only sometimes try to reach out again on traditional channels. Another 19% say they’ll never. Sprout’s native Salesforce Digital Enablement enables you to meet this customer expectation and empower your care agents at the same time.

Care teams get a 360-degree view of each customer, so there are no blind spots or broken handoffs when switching between agents. Teams can work seamlessly from a single UI and follow a cohesive journey, which enables them to deliver exceptional customer care consistently across every channel.

With consolidated tools, your agents can manage customer responses more efficiently. It also frees up mental space for your agents to resolve complex issues faster.

4 key benefits of using the Sprout Social Salesforce integration

Here are a few specific benefits of using a Salesforce social media integration like Sprout.

1. Provide better customer care

According to the 2025 Index, consumers think personalized customer service should be a company’s #1 social media priority. And per the Q2 2025 Consumer Pulse Survey, 58% of consumers think the most important thing for brands to focus on social is interacting with their audiences.

Our Salesforce integration enables you to fulfill these consumer expectations by streamlining processes. You’re able to monitor customer messages as they come in, prioritize requests and respond faster.

Logging social activity means a more comprehensive understanding of your customers’ wants and needs. Not having to bounce between your CRM and social tools is a huge time-saver. And having an internal AI assistant like Agentforce gives your team insights even faster. In turn, you speed up your response time.

Not only that, our smart, automated case creation and routing feature improves agent productivity and optimizes the customer experience. It makes sure inbound messages reach the right agent fast—all inside Salesforce. And because agents don’t have to spend time weeding through a never-ending stream of messages, they have more time to focus on high-quality customer care initiatives, leading to an improved customer experience.

The end result: responding to customers faster and improving the quality of your social customer care—a recipe for long-term loyalty and retention.

2. Align your marketing, sales and support teams

Consider that 36% of marketers say they struggle with cross-team collaboration.

When marketing, sales and support are aligned, each team is empowered to do their best work. To do so, everyone needs to be on the same page and have the same set of information. That’s why there’s so much room for error if all involved don’t regularly log all interactions with a customer.

Think about it. If marketing or sales leave out key customer details in your CRM, your support team is left in the dark. In the same vein, marketing teams should be aware of any sales objections and concerns so they can address customers’ desires.

Sprout’s Salesforce integration enables teams to meet these challenges by enabling them to:

• Save time by eliminating needless back-and-forth between vendors, managers and social managers.
• Swiftly route cases to avoid bouncing between tools.
• Provide each team with the context they need to serve your customers.

3. Boost the value behind your marketing content

Learning what makes customers bounce or stick around is invaluable for marketers.

Tracking these touch points can lead to the answers you need to create more impactful content, meaningful marketing messaging and personalized customer journeys. This includes:

• Blog posts
• Social posts (think: how-tos, tutorials and content you share to nurture customers)
• Reports, white papers and other lead magnets
• Webinars

For example, marketers might learn that high price points are the most common sales objection among lost leads. This information encourages the marketing side to reframe their messaging and how they speak to their audience.

4. More meaningful attribution via analytics

Perhaps most importantly, social integration with your CRM highlights the ROI of your team’s efforts.

This is an ongoing struggle for marketers, in particular. Although social media is a must-have for businesses, determining its business impact can be tricky.

With Sprout’s marketing and analytics features, brands can see how social engagements correspond with dollars and cents. Proving how these interactions contribute to revenue reinforces the value of social to stakeholders.

Plus, our reporting functionality in Salesforce enables you to keep track of your full omnichannel experience, including seeing which channels (e.g. phone, email, social) and social channels (e.g. LinkedIn, Facebook) cases come from.

When you need to aggregate all of your marketing, customer care and social data in one place, Sprout’s Tableau integration will help you best tell the story of your brand’s success on social and beyond.

Check out this article to understand why Sprout is the best alternative to Salesforce Social Studio.

Ready to try the Salesforce social media integration with Sprout?

From customer insights to better service, the upsides of linking your social presence with your CRM are crystal clear.

Thankfully, getting up and running with the Sprout Social Salesforce integration can be done sooner rather than later. Our platform makes it easy to enhance your tech stack while bringing your team closer together.

Request a demo of our Salesforce social media integration.