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Competitors like SAP and Oracle used to scoff at the business model of Salesforce.com with its software as a service delivered in the cloud. Now they are emulating Salesforce’s model and they, along with Microsoft, are trying to apply more competitive pressure on the cloud enterprise application company.

Salesforce upped its game Aug. 14 with the introduction of Salesforce Communities, which is built on its Chatter enterprise social media platform and is designed to better integrate social media with a company’s actual business processes.

The launch of Salesforce Communities comes in the wake of a San Francisco Chronicle profile of the company and its outspoken CEO Marc Benioff titled “Big competitors push Salesforce to evolve.” The article notes the ascension of Oracle, SAP and Microsoft–the latter with its acquisition of Yammer–as formidable competitors in enterprise social media to the pioneering Salesforce. Oracle and SAP have also made acquisitions in the last 12 months to bolster their enterprise social media offerings.

Salesforce Communities will combine social networking features such as profiles, real-time feeds, trending topics and recommendations with the cloud-delivered business information and process applications from Salesforce.

“What we re really focused on is building communities, not colonies,” said Doug Bewsher, senior vice president of marketing for Chatter. “What competitors are really doing is building colonies, which are disconnected from

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