Salesforce acquires social marketing champion Buddy Media

June 05, 2012 | Author: Sandeep Sharma

Perhaps, some years ago SAP and Oracle thought on the opportunity to acquire Salesforce, but for some reason decided that it was bad idea. And now Salesforce itself can make big purchases, even bigger than these dinosaurs. Today, Salesforce announced the acquisition (for $689 million) of Buddy Media - the largest social marketing service. Last month Oracle bought a similar (but not so popular) service Vitrue (for $300 million). From the one hand with Buddy Media Salesforce is buying the client base, as Buddy Media has more than 1,000 large customers, including Virgin Mobile, HP, Matte and L'Oreal. In addition, the service is used by 8 of 10 world's largest advertising agencies. On the other hand Buddy Media - is a great addition to another social marketing tool - Radian6, that Salesforce bought last year. Radian6 is used for listening social networks while Buddy Media is a tool for publishing content to social networks and measuring the effectiveness of social marketing campaigns.

For example, Buddy Media allows to manage ads on Facebook, post viral messages and measure their reach, send news and announcements to social network from single dashboard.

By investing so much money in Buddy Media, Salesforce is showing how important is social marketing component for today's CRM systems.

See also: Top 10 Online CRM software

Author: Sandeep Sharma
Sandeep is a marketing expert with a wealth of knowledge in various domains: customer relationship management, social media management, advertising, search engine optimization, website building, Sandeep has established himself as a multifaceted professional. He honed his skills while working at Salesforce and Hubspot, where he gained invaluable insights into the industry. Now, as the proud owner of a small advertising consulting agency, Sandeep continues to provide innovative and effective strategies to businesses, helping them thrive in the competitive landscape of digital marketing. You can contact Sandeep via email