Menu
Oracle buys social relationship management company Vitrue

Oracle buys social relationship management company Vitrue

The deal is expected to close within the next three months or so

Taking a step into the social media marketing industry, Oracle is purchasing Vitrue, the two companies announced Wednesday. Vitrue helps corporations disseminate their messages and advertising across popular consumer social media platforms, such as Facebook, Pinterest, Twitter, YouTube and Google+. It coordinates social media marketing campaigns, analyzes the results and helps organizations interact with individual consumers on a more individual basis. The company offers these services though its own hosted social relationship management (SRM) platform. Oracle plans to infuse Vitrue's services with Oracle's own data management and analytics capabilities, which should give customers more insight into how effective their social media campaigns truly are. Since its launch in 2006, Vitrue has built up a large client list, including such well-known entities as McDonald's, American Express, Domino's Pizza, Procter & Gamble, and Lowe's. Vitrue has offices in New York, Chicago, San Francisco, Cincinnati, Dallas, Atlanta and London Oracle expects to close the transaction within the next three months or so. Vitrue will continue to operate as an independent company until then. Terms of the deal were not disclosed, although TechCrunch, the technology news site that focuses on venture-backed startups, estimated the deal to be worth about US$300 million. Joab Jackson covers enterprise software and general technology breaking news for The IDG News Service. Follow Joab on Twitter at @Joab_Jackson. Joab's e-mail address is Joab_Jackson@idg.com


Follow Us

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Featured

Slideshows

The making of an MSSP: a blueprint for growth in NZ

The making of an MSSP: a blueprint for growth in NZ

Partners are actively building out security practices and services to match, yet remain challenged by a lack of guidance in the market. This exclusive Reseller News Roundtable - in association with Sophos - assessed the making of an MSSP, outlining the blueprint for growth and how partners can differentiate in New Zealand.

The making of an MSSP: a blueprint for growth in NZ
Reseller News Platinum Club celebrates leading partners in 2018

Reseller News Platinum Club celebrates leading partners in 2018

The leading players of the New Zealand channel came together to celebrate a year of achievement at the inaugural Reseller News Platinum Club lunch in Auckland. Following the Reseller News Innovation Awards, Platinum Club provides a platform to showcase the top performing partners and start-ups of the past 12 months, with more than ​​50 organisations in the spotlight.​​​

Reseller News Platinum Club celebrates leading partners in 2018
Meet the top performing HP partners in NZ

Meet the top performing HP partners in NZ

HP has honoured its leading partners in New Zealand during 2018, following 12 months of growth through the local channel. Unveiled during the fourth running of the ceremony in Auckland, the awards recognise and celebrate excellence, growth, consistency and engagement of standout Kiwi partners.

Meet the top performing HP partners in NZ
Show Comments