Oracle Buys Vitrue

Oracle will acquire cloud-based social marketing and engagement platform Vitrue, the company announced Wednesday. Terms of the deal were not released. Vitrue’s technology is designed to help marketers create, publish, moderate and manage social marketing campaigns and activities on platforms such as Facebook, Twitter and YouTube.


—  Oracle announced today that it has entered into an agreement to

acquire Vitrue, a leading cloud-based social marketing and


platform that enables marketers to centrally create, publish,

moderate, manage, measure and report on their social marketing

campaigns and activities on social media platforms such as Facebook,

Twitter, YouTube and Google+.



—  Vitrue’s social media SaaS marketing applications help customers

amplify their social community engagement by giving marketers the

ability to develop campaigns from global to local, across multiple

social networks and devices, and publish content that

engages fans and

drives leads.



—  Oracle’s leading sales, service, commerce, social data

management and

analytics capabilities, combined with Vitrue, are expected to create

the most advanced and comprehensive social relationship platform.



—  The combination is expected to help organizations develop more

meaningful customer engagements with consistent brand experiences,

improve their return on investment across all channels and

media, and

enhance customer service through real-time responsiveness and high

touch relationships.



—  The terms of the agreement were not disclosed. More information on


Supporting Quotes


—  “The proliferation of social media and an increased demand by

consumers to engage with brands across multiple social channels is

driving chief marketing officers to look for an integrated social

marketing platform,” said Thomas Kurian, executive vice president,

Oracle Development. “Vitrue’s leading social marketing and


platform coupled with Oracle’s leading sales, service, and commerce

products offers a complete social experience solution to our



—  “The world’s greatest brands have been built by creating meaningful

relationships between organizations and their customers,”

said Reggie

Bradford, founder and chief executive officer, Vitrue. “As a part of

Oracle, we can help our customers ensure that consistent high-touch

social engagement is delivered across marketing, sales and service