Oracle Gets Into Social Networking

By Chris Preimesberger  |  Posted 2012-06-06 Print this article Print

Enterprises will use Oracle Cloud Social Services to engage with their customers about social marketing, commerce, service and listening. The platform also provides enterprises with a rich social networking environment for their employees to collaborate inside the enterprise. Oracle Cloud's integrated social platform will include:

  • Oracle Social Network to enable secure enterprise collaboration and purposeful social networking for business.
  • Social Data Services to aggregate data from social networks and enterprise data sources to enrich business applications.
  • Social Marketing and Engagement Services to enable marketers to centrally create, publish, moderate, manage, measure and report on their social marketing campaigns.
  • Social Intelligence Services to enable marketers to analyze social media interactions and to enable customer service and sales teams to engage with customers and prospects effectively.
Oracle's Three-Way Cloud Strategy

Oracle has three different businesses concerning the cloud: cloud-infrastructure provider, cloud-application vendor and as a cloud host. 

Oracle offers Fusion Applications via on-premises, private cloud, public cloud or some combination of any of them. The applications offer capabilities with more than 100 modules in seven product families, including the aforementioned HCM, CRM and supply chain management.

The company also introduced cloud-based application programming interfaces (APIs) for interoperability, ensuring that workloads can be moved safely between clouds. The Oracle Cloud Resource Model API, a subset of Cloud API, relies on standard HTTP methods to interact with available resources to provision machines and modify configurations. It encourages standardization across the standard building blocks of the cloud, i.e., machines, storage volumes and networks.

Don't Forget the Cloud System Machines

On the cloud hardware side, Oracle also launched in fall 2010 a new system that allows companies to operate a private cloud within a self-contained system. The Exalogic Elastic Compute Cloud, also known as €œcloud in a box,€ features 30 servers with 360 cores, in addition to networking and storage, married to Oracle's virtual machine (VM) technology operating in conjunction with Solaris and Linux assets.

Since then, Oracle also launched the fast in-memory Exalytics analytics server in 2011 and a Cloudera-powered Big Data Hadoop Appliance earlier this year. All with work natively with Oracle databases, cloud platforms and applications in the Oracle Cloud scenario.

Even as it moves aggressively into the cloud space, Oracle finds itself competing head-to-head for business dollars with IBM, which provides similar services, and smaller companies like, which have centered their competitive strategy on the cloud. Microsoft€™s increasing interest in providing cloud services for business via Azure is another area of potential concern for Oracle.

Chris Preimesberger is eWEEK Editor for Features and Analysis. Twitter: @editingwhiz

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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