Oracle acquires Involver in an effort to extend its social platform
The acquisition is expected to be final before the end of the summer of 2012.
Involver is a social media software platform that allows developers to create marketing applications for social media sites and web campaigns.
Involver uses Social Markup Language (SML) technology, a coding language for social applications.
"The combination of Involver with Oracle is expected to create the most advanced and comprehensive cloud-based social platform across marketing, sales and service touch points," said Oracle in a statement.
News of the acquisition comes after Oracle acquired another socially based company, Collective Intellect, last month.
Collective Intellect’s cloud based social applications allow companies to monitor, understand and respond to consumer conversations on social media platforms.
Oracle’s acquisition of Collective Intellect was said to help the company successfully enter into the corporate social media app market.
Involver, which powers Facebook fan pages, will also help Oracle enter into the social media app market. Customers will be able to easily share and build engaging social applications across their social campaigns and sites.
"The combination of Involver with Oracle is expected to create the most advanced and comprehensive cloud-based social solution, across marketing, sales and service touch points," Involver said in a statement. "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."
Involver has raised $11m since being founded in 2007 and has around 700,000 customers.
"The acquisition is a combination of the best of both worlds; we will be combining our industry elading social marketing solutions with the comprehensive Oracle Cloud," said Involver. "We are pleased to bring Oracle’s experience to our customers who will benefit from access to a suite of social offerings…Involver customers will also benefit from Oracle’s comprehensive support and service through their global scale and reach."
Involver already has high profile customers like MTV, USA Today and Best Buy.
Please follow this author on Twitter @Tineka_S or comment below.