Oracle announced it has acquired SaaS social marketing and customer engagement platform provider Vitrue.

Vitrue’s platforms scale across social media outlets to publish content, track clients and deal with customer service in a way that ties in with brand and marketing goals, according to the company website. Social platforms are offered as-a-service, and lean toward development with Facebook, which had its IPO late last week.

Oracle Development EVP Thomas Kurian said in a statement on the deal that Oracle would team its sales and commerce solutions and services with Vitrue’s Social Relationship Management platform.

“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,” said Kurian.

Vitrue began in 2006 as a user-generated video brand management outfit, but shifted to a more of a social media marketing provider three years later with the release of a suite of scheduling, moderation and analytics tools in a partnership with Facebook. The SaaS provider has six offices in the U.S. and one in London, and its clients include McDonald’s, Lowe’s and American Express.

Financial terms of the deal were not disclosed.

Oracle has made two big cloud services buys over the last seven months, paying billions for cloud customer service provider RightNow, and talent management provider Taleo, respectively. Oracle has not been shy about its intention to connect its core offerings to the cloud, similar to a slate of recent acquisitions and releases by rivals SAP, IBM and Dell.

This story first appeared on the website of Information Management.

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