Oracle continues to add social media muscle with Involver deal

Reuters News
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Posted: Jul 10, 2012 7:52 PM
Oracle continues to add social media muscle with Involver deal

By Gerry Shih

SAN FRANCISCO (Reuters) - Oracle Corp <ORCL.O> said Tuesday it had acquired social marketing firm Involver, notching the third deal in as many months in a red-hot area for enterprise software makers.

Terms of the deal were not disclosed.

San Francisco-based Involver, founded in 2007, provides tools for developers to create advertising campaigns on social media networks such as Facebook <FB.O>.

"Companies are looking to harness the full potential of social media to increase brand loyalty, connect with potential customers and anticipate buyers' needs," Oracle said in a statement.

Oracle, the world's No. 3 enterprise software provider, has aggressively fleshed out its social media capabilities in recent months, beginning in May with a deal for Vitrue, a social media engagement service. The following month, Oracle acquired Collective Intellect, a social media analytics company.

Even though Facebook's troubled IPO in May cast some doubt over consumer social media, deals in the enterprise sector have continued at a scorching pace.

Salesforce.com Inc <CRM.N> snapped up social media advertising firm Buddy Media in a $689 million tie-up in June, while Microsoft Corp <MSFT.O> acquired workplace collaboration software maker Yammer for $1.2 billion in July. (Reporting by Gerry Shih)