Sprout Social, a leading provider of cloud-based social media management software, has expanded its partnership with Salesforce—becoming the first social platform to integrate with Salesforce Digital Engagement through the Bring Your Own Channel (BYOC) architecture.

The integration will route Instagram, LinkedIn, X, Facebook Messenger, and WhatsApp conversations directly into Salesforce Service Cloud, alongside existing digital and voice channels, enabling customer service teams to resolve issues faster and deliver personalized responses without switching platforms.

With 73% of consumers willing to switch brands if social replies are delayed, Sprout and Salesforce are betting that tighter service-channel integration will be key to retaining customers in 2025.

“Social media is central to customer care, and brands need more unified solutions,” said Scott Morris, CMO at Sprout Social. “This collaboration will allow businesses to drive company-wide impact by embedding Social Intelligence into their primary engagement platform.”

Salesforce echoed the value of the integration:

“Sprout Social enables businesses to unify social and customer data for more personalized service—helping them build stronger, trusted brands,” said Kishan Chetan, EVP & GM of Service Cloud.

Key Benefits of the Integration

• AI-powered workflows: Leverage Salesforce’s Agentforce AI, reporting, and automation to act on social insights in real time.

• Unified workspace: Manage social messages alongside email, chat, and voice without new tools or training.

• 360° customer view: Merge social interactions with CRM data for richer context and faster resolution.

• Cross-team value: Give marketing, sales, and product teams direct access to real customer feedback and trends.

Sprout Social plans to showcase the integration at Dreamforce 2025 (Oct. 14–16), where it will announce general availability details.

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