Salesforce feels like a bizarre choice, although I agree with their digital chief that "I love Twitter" personally.
I use twitter every day as my primary method of content discovery.
So at their core the BUSINESS should revolve around monetizing my eyeballs, eg advertising.
So to me it's Facebook or Google that should grab it, w/FB at the lead considering their relatively smooth / unhurried / and successful takeovers of whatsapp / instagram