Enterprise software giants are continuing their courtship of social-centric tech companies. Following May’s acquisition of social media management firm Vitrue and last month’s for social intelligence firm Collective Intellect, Oracle has agreed to acquire Involver, a company that lets marketers create their own social apps. The deal is expected to close this summer.
“Our technology is expected to extend Oracle’s social platform to help customers more easily and cost-effectively collaborate and build engaging applications and social experiences across social networks and the Open Graph,” wrote Involver CEO Don Beck on the company’s blog. Involver lists Target, Best Buy, Razorfish and Facebook among its customers.
Oracle showed off Customer Experience, its product suite, during an event in New York last month, and Involver will join Vitrue and Collective Intellect in boosting the suite’s social side. An Oracle press release announcing the deal emphasized how Involver’s technology helps brands build social apps on their own sites and within social networks like Facebook. Beck said that the Involver management team and employees would transition to Oracle, which suggests that Oracle would build upon Involver’s existing technology once it’s been integrated into Customer Experience as opposed to just adding the capabilities.
USA Today worked with Involver in developing this year’s Super Bowl Ad Meter, which let users vote for their favorite ads and shared those votes to their News Feeds via Facebook’s Open Graph.