Oracle is definitely off the fence when it comes to the cloud as its string of cloud acquisitions shows and it is currently scooping up social media marketing providers. Last week it was Vitrue (see here), now it is Collective Intellect. Financial details were not disclosed.
Collective Intellect’s software monitors, understands and responds to consumers' conversations on social media sites such as Facebook and Twitter. It has secured some global customers such as Hasbro, Nestle, Purina PetCare and PepsiCo so will enter the Oracle portfolio with credibility. We don’t know what its revenues or profits are (low and very red we would guess) but Oracle will be buying cloud and social media credibility, and acquiring to keep acquisitive cloud competitors like Salesforce.com at bay (see Salesforce.com formalises Buddy Media offer).
The acquisition is a further sign that social media marketing is a hot area. We wait to see how SAP and Microsoft respond.