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!

Error: Please check your email address.

Featured

Slideshows

Sizing up the NZ security spectrum - Where's the channel sweet spot?

Sizing up the NZ security spectrum - Where's the channel sweet spot?

From new extortion schemes, outside threats and rising cyber attacks, the art of securing the enterprise has seldom been so complex or challenging. With distance no longer a viable defence, Kiwi businesses are fighting to stay ahead of the security curve. In total, 28 per cent of local businesses faced a cyber attack last year, with the number in New Zealand set to rise in 2017. Yet amidst the sensationalism, media headlines and ongoing high profile breaches, confusion floods the channel, as partners seek strategic methods to combat rising sophistication from attackers. In sizing up the security spectrum, this Reseller News roundtable - in association with F5 Networks, Kaspersky Lab, Tech Data, Sophos and SonicWall - assessed where the channel sweet spot is within the New Zealand channel. Photos by Maria Stefina.

Sizing up the NZ security spectrum - Where's the channel sweet spot?
Show Comments