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Salesforce’s New Brunswick operation stemmed from the acquisition of Fredericton-based social media monitoring company Radian6 Technologies Inc., which was purchased in March 2011 for US$326-million.

Radian6 enables companies to keep track of online conversations on social media websites such as Facebook, Twitter, LinkedIn and YouTube. It is similar to software developed by another Canadian company, Vancouver-based HootSuite Media Inc.

The latest round of layoffs raises new questions about Salesforce’s ability to create jobs in New Brunswick. In June 2012, the provincial government announced a $3.8-million payroll rebate to help Radian6 create 300 new full-time jobs in Fredericton and Saint John over the course of five years.

Then, in October, Salesforce announced that it was was eliminating about 100 jobs worldwide — a move that included employes at its New Brunswick operation.

Radian6 cut 120 #NB staff last fall. Insiders say today’s cuts are deeper. Salesforce says some could be repositioned in company. — Andy Campbell (@AndyCampbellCTV) August 29, 2013

Nora Lacey, an official with Crown corporation Invest NB, still expects Salesforce to create the agreed upon number of jobs within the remaining three years, echoing similar statements made by Invest NB vice-president Louis-Philippe Gauthier last fall following the last round of cuts.

“There can be fluctuations in the labour force of any agreement. That’s why we monitor on a quarterly basis,” Ms. Lacey said. “By the middle of October we’ll have a better understanding of the implications.”

As of June 30, Salesforce had created 115 incremental positions. In July, the company received its payroll rebate for 2011 and 2012, which is only dispersed on an annual basis upon request. Salesforce has earned $500,000 in payroll rebate funds so far.

Salesforce made its first Canadian acquisition in June 2010, when the company acquired Vancouver’s SiteMasher for a reported US$20-million.

The following year, Salesforce acquired Toronto based Rypple Inc. for a rumoured US$65-million. The company developed social, web-based performance management software for human resource departments.

Most recently, Salesforce turned to Canada last July when it purchased Halifax’s GoInstant in a deal the Wall Street Journal reported was worth more than US$70-million.

With files from Matt Hartley