What Happens When Salesforce Acquires a Buddy (Media)
My latest piece in Advertising Age can be read here. In it, I analyze Salesforce’s Acquisition of Buddy Media. Here’s an excerpt:
As Peter Kafka at AllThingsD reports, CRM and cloud computing company Salesforce.com will be acquiring social media management tool company Buddy Media. Just last week, CRM, cloud, and database company, Oracle, acquired Vitrue, one of Buddy Media’s chief competitors.
You should care about this because the last two weeks could very well be the catharsis that advocates of true social CRM have been waiting for – or at least the beginning of it. Vitrue and Buddy Media (full disclosure: my agency, Deep Focus has been a client of both) have offered successful social marketing suites for quite some time, and many brands choose their tools to power the social modules on their Facebook (and other platform) pages, and report on their effectiveness. Now that they are both parts of huge (huge!) companies, they have access to resources that could exponentially grow their businesses and the results they deliver to their clients.