Feeds

Salesforce goes social with $689m Buddy Media buy

Aims for cradle-to-grave social media

Secure remote control for conventional and virtual desktops

Salesforce.com has lashed out $689m on social media marketing firm Buddy Media as part of its plan to work social media deeper into its platform.

The purchase will be merged with social-media monitoring tools added with last year's acquisition of Radian6, messaging group Dimdim, and social platform Rypple, as well as with Salesforce.com's own Chatter platform. The combination will give the company the ability to devise social-media marketing campaigns on Buddy media, see how they do with Radian6, and foster itself as Facebook for suits.

"Salesforce.com now has the number one players in social listening and marketing – Radian6 and Buddy Media," said Marc Benioff, CEO of Salesforce in a statement. "With CMOs surpassing CIOs in spend on technology within the next five years, our Marketing Cloud leadership will allow us to capitalize on this massive opportunity."

Salesforce isn't alone in seeing the benefits of a social-media overlay to its business. Last month, Oracle bought social-media marketing company Vitrue for an undisclosed sum to boost its credentials in the area, and other companies are following suit.

"Social media has caused the biggest transformation in marketing since the Mad Men era, causing CMOs to completely re-think their strategies," said Marcel LeBrun, VP of Salesforce Radian6. "By bringing together market leaders Radian6 and Buddy Media, we are doubling down on the Salesforce Marketing Cloud to provide CMOs with the ability to manage the entire social marketing lifecycle."

In her state-of-the-internet report last week, IPO doyenne Mary Meeker pointed out that of the recent spate of social networking IPOs, the only one that has been successful has a business focus. LinkedIn has more than doubled its share price since its IPO last year, whereas Pandora and Zynga are down about a third on their IPO price, and Facebook's shares continue to plummet, dipping below $27 on Monday.

social networking IPO

Adjust by Facebook's current share price (click to enlarge)

While the social reach of companies such as Facebook can't be denied, there is a pricing disconnect between future potential and current performance. Meeker's firm did no investing with its billion-dollar startup fund in the last quarter in large part because of this disconnect, she said.

Ultimately, now that the hype about social media is dying down, there will be a period of disappointment before values and revenues begin to pick up for long-term growth, she suggested. While the fundamentals for companies such as Facebook look good, they haven't matched the frenzy of secondary share markets – or investors who should know better. ®

Providing a secure and efficient Helpdesk

More from The Register

next story
The 'fun-nification' of computer education – good idea?
Compulsory code schools, luvvies love it, but what about Maths and Physics?
Facebook, Apple: LADIES! Why not FREEZE your EGGS? It's on the company!
No biological clockwatching when you work in Silicon Valley
Happiness economics is bollocks. Oh, UK.gov just adopted it? Er ...
Opportunity doesn't knock; it costs us instead
Ex-US Navy fighter pilot MIT prof: Drones beat humans - I should know
'Missy' Cummings on UAVs, smartcars and dying from boredom
Yes, yes, Steve Jobs. Look what I'VE done for you lately – Tim Cook
New iPhone biz baron points to Apple's (his) greatest successes
Lords take revenge on REVENGE PORN publishers
Jilted Johns and Jennies with busy fingers face two years inside
Sysadmin with EBOLA? Gartner's issued advice to debug your biz
Start hoarding cleaning supplies, analyst firm says, and assume your team will scatter
Edward who? GCHQ boss dodges Snowden topic during last speech
UK spies would rather 'walk' than do 'mass surveillance'
Doctor Who's Flatline: Cool monsters, yes, but utterly limp subplots
We know what the Doctor does, stop going on about it already
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
Three 1TB solid state scorchers up for grabs
Big SSDs can be expensive but think big and think free because you could be the lucky winner of one of three 1TB Samsung SSD 840 EVO drives that we’re giving away worth over £300 apiece.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.