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Oracle acquires Involver to strengthen social media tools
Oracle acquires Involver to strengthen social media tools
By: iMedia News Bureau

Oracle Corp, world’s largest maker of software is acquiring social media manager Involver. The move comes from Oracle to create the most comprehensive, cloud-based social platform.

Involver makes software for building custom Facebook pages and other social apps. It is known for software that manages marketing campaigns on social sites like Facebook and Twitter and for being used by Facebook's own internal marketing team. It lets marketing people build custom Facebook Fan Pages with a drag-and-drop interface, and no coding required.

By combining its industry-leading social marketing solutions with Oracle's comprehensive cloud, customers will benefit from access to more social options. The acquisition is a combination of the best of both worlds, Involver said today in a blog post. However, the terms of the deal were not disclosed.

Involver's technology will expand Oracle's social platform, helping customers easily and cost-effectively build applications and experiences across social networks, Involver said. Both companies recognized that consumers want anytime access to social media information, reviews, and recommendations, on the Web and on mobile platforms.

It is Oracle’s third acquisition in the social media space in the last two months and shows just how deeply social media is becoming integrated into seemingly every facet of business. Companies are using social media to collaborate internally and with partners and customers. And they are figuring out how to store, analyze and respond to vast amounts of social media data, which doesn’t necessarily fit into traditional databases.

Last month, Oracle acquired Collective Intellect, which helps companies monitor, understand and respond to what’s being said about them on social media. In May, it acquired Vitrue, which helps companies manage multiple social networks.

Oracle is building up its social media infrastructure to compete with rivals. In May, Salesforce.com acquired Buddy Media, a Facebook ad targeting firm. That same month, Google bought Meebo, which is used to share ads and content on social media.

Involver was founded in 2007, and since then has raised $11 million and gathered 700,000 customers.