Oracle will enter the social media publishing and campaign management market with the acquisition of Vitrue, the company announced Wednesday.

Vitrue is a cloud service for managing social media publishing and structured marketing campaigns across Facebook, Twitter, and Google+, with particular emphasis on Facebook for embeddable page tab content and applications, such as the Vitrue Shop social storefront. Vitrue also offers analytics to measure the effect of social campaigns. Buddy Media is Vitrue's most direct competitor.

"Vitrue's social marketing platform helps organizations enhance their social marketing efforts to the next level of social engagement by giving brands the ability to scale across multiple social networks, target messages from global to local, create unique and consistent brand experiences, and publish content that engages fans and drives leads," read an Oracle statement. "Together, Oracle and Vitrue plan to enable a unified social experience across customer interactions, resulting in meaningful customer engagements with consistent brand experiences across all channels and media; improved return on investment for social sales and marketing campaigns across paid, owned, and social media; and enhanced customer service through real-time responsiveness and high-touch engagement."


While entering social media publishing might seem a stretch for an enterprise software company like Oracle, "it does make sense to me in this changing landscape of what customer interaction looks like," said Zach Hofer-Shall, a Forrester Research analyst. "Whether Oracle wanted to be in it or not, all of Oracle's customers have to start caring about this." Buying Vitrue is "a very big signal that they know their customers know the world has to start caring about social relationships," he said.

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