Oracle getting some social cues with Vitrue acquisition

Summary:Oracle is warming up to social with the purchase of Vitrue, hoping "to create the most advanced and comprehensive social relationship platform."

Late May is looking like acquisition season in the enterprise world. Following SAP's "game changing" purchase of cloud-based business commerce network Ariba on Tuesday, Oracle is going on a more social path with the acquisition of Vitrue on Wednesday.

It especially looks like Oracle is trying to step up its game against one of its biggest competitors: social enterprise-loving Salesforce.com.

With offices scattered across the United States as well as a European hub in London, Vitrue offers its own cloud-based social marketing and engagement platform.

Marketers can use Vitrue's Software-as-a-Service apps to create, publish, manage, and measure data from their social marketing campaigns and activities. Using these cloud-based apps, they can more easily scan across more devices and social media platforms such as Facebook, Twitter, YouTube and Google+.

Social hasn't really been Oracle's strength, so it will be bringing what it does best with data management and analytics capabilities. When all is said and done, the goal is "to create the most advanced and comprehensive social relationship platform."

Financial terms of the deal have not been disclosed, although TechCrunch is reporting that the final price was $300 million.

Related:

Topics: Banking, Enterprise Software, Oracle

About

Rachel King is a staff writer for CBS Interactive based in San Francisco, covering business and enterprise technology for ZDNet, CNET and SmartPlanet. She has previously worked for The Business Insider, FastCompany.com, CNN's San Francisco bureau and the U.S. Department of State. Rachel has also written for MainStreet.com, Irish Americ... Full Bio

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