Salesforce, the enterprise cloud computing company dedicated to helping businesses manage their employees and marketing, has announced that they will be buying Buddy Media, a social media marketing platform, for $689 million (up to $745 million according to the SEC filing. The plan is to combine Salesforce Radian6, a social media listening platform with the new Buddy Media offering to create an all in one platform to help businesses market themselves over social networks.
Buddy Media dedicates themselves to helping marketing teams and agencies organize their social media marketing content. They focus on publishing, placement, optimization and measurement of social media ads. The goal is to let a marketing team determine which ads are working, and in which way and also develop a plan to test different ads dynamically. Buddy Media supports Facebook, Google, LinkedIn, Twitter, YouTube and more. Salesforce will gain access to BM’s elite list of clients, including Ford, Hewlett Packard, L’Oreal, Mattell and a series of huge marketing agencies such as IPG, Omnicom, Publicis and WPP.
Salesforce’s overall goal is to create the first “comprehensive Marketing Cloud”, which will combine Buddy Media’s tools with Radian6, SF’s existing social media listening tool. We’ll take a look at this when we can, to determine just how much of an end-to-end solution this really is.
Check out Salesforce’s official release for more.