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Major IT Vendors Aiming at Social Media Through New Acquisitions

Oracle recently announced its plans to buy social marketing startup Involver soon after the acquisition of social marketing vendor Vitrue in May. This move, according to reports, is an add up to its growing collection of customer service software aimed at the social media.

Oracle is not the first company to jump on the social media bandwagon. Many of the major vendors worldwide are aspiring to take a lead in this relatively new market domain -- Social media. Today, analysis of social media traffic is an in-demand, niche area in the real-time analytics market. Research firm IDC states that demand for enterprise social software will grow strongly in the coming years, as more organizations implement the products to improve collaboration and communication primarily among employees, but also with customers.

Following the market scenario, major IT vendors have made big or small acquisition to boost up their social media arsenal around various technologies and verticals. Here are some of them --

Salesforce.com: Targets Social Enterprises

This cloud-computing giant said Monday that it has entered into a definitive agreement to acquire Canadian shared-browsing technology startup, GoInstant, that provides co-browsing and social experience for enterprise customers and consumers.

There is a tremendous potential for social enterprises to benefit from what the GoInstant has built, particularly when combined with salesforce.com's industry-leading social, mobile, and open apps and technology, Marcel LeBrun, senior vice president at Salesforce.com said in a blog post.

Microsoft: Securing Social Network

Microsoft announced its definitive agreement to acquire Yammer, a leading provider of enterprise social networks, for $1.2 billion in cash.

Launched in 2008, Yammer now reportedly has more than 5 million corporate users, including employees at 85 percent of the Fortune 500. Yammer's service will allow employees to join a secure, private social network for free and then makes it easy for companies to convert a grassroots movement into companywide strategic initiative.

IBM: Intelligence into Social Networks

IBM also recently announced the acquisition of Coremetrics, a leader in web analytics.

The Coremetrics acquisition, according to the IBM website, will enhance IBM's ability to help businesses rapidly gain intelligence into social networks and online media sources through a cloud-based delivery model, and use this insight to create smarter, more effective marketing campaigns.

EMC: Relationship with New-Generation Web

EMC in March combined the big data analytics and social networking domains with the acquisition of Pivotal Labs, a provider of software development services and tools.

According to media reports, EMC, a traditional IT hardware and services company, will be creating new relationships with new-generation web service providers like Twitter, Best Buy, Groupon, Salesforce.com, EMI, Urban Dictionary, Linden Lab, Task Rabbit, The Annie E. Casey Foundation and about 200 others all thanks to the acquisition.

HP: Social CRM

Hewlett-Packard, according to media reports, is enrolling its R&D establishment to build on the social media force the company developed last year with its $11-billion acquisition of Autonomy. Technology from both Autonomy and HP is being used in a new CRM offering through HP Social Enterprise Services that targets departments wanting to institute a social media CRM program, according to media sources.


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