M&A Buzz Shifts to Social Management Players

Are Wildfire and Hearsay Social ripe for the taking?

While the media world has gawked at Facebook’s stock price, big enterprise IT companies have been quietly snapping up a hot commodity: social marketing management firms.

Two weeks ago, Oracle said it was acquiring Vitrue, and last week All Things D reported that Salesforce plans to purchase Buddy Media for $800 million. “As enterprises are becoming more social, the idea of creating an actual social media tech stack is not just compelling, it’s imperative,” said Melissa Parrish, a senior analyst at Forrester Research.

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