Oracle Buys Involver, Extends Social Spree

Oracle has acquired social media marketing startup Involver as it continues to expand its presence in the market for social media services. It marks the third acquisition in the emerging area in the last two months. In June, Oracle snapped up social monitoring firm Collective Intellect, and in May bought Vitrue for a reported $300 million.

Founded in 2007, Involver’s platform helps brands such as Toys R’ Us, Best Buy and MTV manage their presence on Facebook, Twitter and other social networking sites. “Involver’s SML technology is expected to extend Oracle’s social platform to help customers more easily and cost-effectively collaborate and build engaging applications and social experiences across their social campaigns and sites,” said Oracle in a statement.

Along with the social marketing tools acquired through Collective Intellect and Vitrue, those capabilities would allow Oracle to offer clients a more comprehensive social offering. Until the deal closes, later this summer, Involver will continue to operate independently.

Oracle isn’t the only software and services giant looking to beef up its social marketing expertise. Salesforce.com in May acquired early Facebook marketing specialist Buddy Media for $689 million. Saleforce.com last year bought social listening firm Radian6 for $326 million.

Terms of the Involver acquisition were not disclosed. Involver had previously raised $11 million in venture funding from investors including Bessemer Venture Partners and Western Technology.

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