Technology giant Oracle has acquired social media marketing software startup Vitrue, the company announced today.
Financial terms of the deal were not disclosed, however TechCrunch is reporting that Vitrue sold for $300 million.
Vitrue offers big (as in global) brands a service that helps them manage all the social media activity on Twitter, Facebook, Google+, and several others. Using these tracking tools, Vitrue’s clients can build campaigns to drive revenue all the way down to the local level. Some of Vitrue’s big-name clients include Kellogg’s, McDonald’s, and Disney. The company recently started providing tools to manage YouTube, Pinterest, and Instagram.
As part of the acquisition deal, Oracle will work with Vitrue to further develop a comprehensive social relationship platform that can both track social media behavior as well as provide analytics to show a return on investment.
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