If you don’t plan on building your own social network the next best option would be to integrate with as many already establish social platforms as possible and that’s what Oracle’s newest acquisition Vitrue does with its cloud-based social marketing platform.
Vitrue integrates brands with major networks that include Facebook, Twitter, Google+, Instagram, Pinterest, Klout and other emerging platforms, providing a definitive edge in social media marketing.
Vitrue isn’t the first cloud-based service Oracle has recently acquired, the company recently purchased human resources software company Taleo Corp. for $1.9 billion. In October 2011 the company also purcahsed customer service company RightNow for $1.43 billion.
Under this newest acquisition Oracle will round out its already impressive services with full social marketing and engagement options.
In a statement regarding the acquisition Thomas Kurian, executive vice president of Oracle Development said:
“The proliferation of social media and an increased demand by consumers to engage with brands across multiple social channels is driving chief marketing officers to look for an integrated social marketing platform. Vitrue’s leading social marketing and engagement platform coupled with Oracle’s leading sales, service, and commerce products offers a complete social experience solution to our customers.”
The acquisition cost Oracle $300 million. Vitrue, a privately held Atlanta, Georgia based company had raised $33 million since being founded in 2006.
Joining the Oracle team will be Vitrue founder and CEO Reggie Bradford, his role has not yet been announced.