Oracle Buys Another Social Network Startup, Involver

By Chris Preimesberger  |  Posted 2012-07-10 Print this article Print

Involver's software enables companies to create and deploy customized social-media and Internet marketing campaigns for sites such as Facebook, YouTube and Twitter.

Oracle on July 10 bought its third social networking-related software startup in two months, acquiring cloud-based marketing-service provider Involver.

Terms of the transaction were not released.

Involver's software enables companies to create and deploy customized social-media and Internet marketing campaigns for sites such as Facebook, YouTube and Twitter.

On June 5, Oracle bought Collective Intellect, which markets a cloud-based application that helps companies understand and respond to customers' conversations on social media sites such as Facebook and Twitter.

On May 23, the Redwood City-based IT giant acquired Vitrue, a cloud-based social media marketing campaign creator that enables customers to create, manage and measure social media marketing campaigns on platforms such as Facebook, Twitter, You Tube and Google+.

"The combination of Involver with Oracle is expected to create the most advanced and comprehensive cloud-based social solution, across marketing, sales and service touch points," Involver President and CEO Don Beck said in a blog post.

"Our 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 social networks and the Open Graph."

Oracle, which launched the Oracle Cloud only last month, is putting a large investment into building a menu of social-networking services from which subscribers can choose. The company purchased RightNow Technologies in October 2011 for $1.5 billion, then annexed career-management software service Taleo for $1.9 billion in February 2012.

Oracle competitors and SAP also have been scooping up social-networking startups in the last few months.

The transaction is expected to close in September, Beck said.

Chris Preimesberger Chris Preimesberger was named Editor-in-Chief of Features & Analysis at eWEEK in November 2011. Previously he served eWEEK as Senior Writer, covering a range of IT sectors that include data center systems, cloud computing, storage, virtualization, green IT, e-discovery and IT governance. His blog, Storage Station, is considered a go-to information source. Chris won a national Folio Award for magazine writing in November 2011 for a cover story on and CEO-founder Marc Benioff, and he has served as a judge for the SIIA Codie Awards since 2005. In previous IT journalism, Chris was a founding editor of both IT Manager's Journal and and was managing editor of Software Development magazine. His diverse resume also includes: sportswriter for the Los Angeles Daily News, covering NCAA and NBA basketball, television critic for the Palo Alto Times Tribune, and Sports Information Director at Stanford University. He has served as a correspondent for The Associated Press, covering Stanford and NCAA tournament basketball, since 1983. He has covered a number of major events, including the 1984 Democratic National Convention, a Presidential press conference at the White House in 1993, the Emmy Awards (three times), two Rose Bowls, the Fiesta Bowl, several NCAA men's and women's basketball tournaments, a Formula One Grand Prix auto race, a heavyweight boxing championship bout (Ali vs. Spinks, 1978), and the 1985 Super Bowl. A 1975 graduate of Pepperdine University in Malibu, Calif., Chris has won more than a dozen regional and national awards for his work. He and his wife, Rebecca, have four children and reside in Redwood City, Calif.Follow on Twitter: editingwhiz

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