Earlier this year, recently-acquired social media marketing firm Vitrue launched a 'Twitter Gate' tool that allows brands to protect their Twitter feeds from being seen by underage followers.
The primary target of the company's offering was, not surprising, alcohol brands, many of which have been part of a big self-regulation push.
Many businesses may have little idea what their social media marketing and ad campaigns are producing in the way of ROI, but by and large companies continue to up their investments in social.
That has created a booming business for firms that popped up to help companies manage and track their social campaigns. A booming business that caught the attention of some of the biggest names in tech.
Another day, another social media marketing acquisition.
Two weeks ago, Oracle announced the purchase of social media marketing platform provider Vitrue. Yesterday, Salesforce announced that it's acquiring Vitrue competitor Buddy Media.
Over the past several years, many of the world's largest brands have increasingly looked to establish better relationships with consumers by investing heavily in social media.
Now, some of the biggest names in software are investing heavily in startups built to help brands manage their social media initiatives.
Buddy Media has announced an integration with YouTube that allows brands to create social apps, apply global content targeting and view analytics in relation to the video site.
The company expects its YouTube-specific social apps - called ‘sapplets’ – to be the most popular new function, since video apps rank consistently among the top three most-used social apps within its marketing suite.
Social enterprise software company Buddy Media has acquired Brighter Option in a move that extends the company’s services to include paid Facebook ads.
London-based Brighter Option is a Facebook Ads API partner that provides social ad management software.
Buddy Media and comScore have partnered to combine the latter’s panel-based consumer insight with the former’s real-time engagement data and social suite.
Michael Lazerow, Buddy Media’s CEO, said on the company’s blog that the lack of adequate cooperation among infrastructure players is stunting social marketing success - and that this was the first in a series of partnerships aiming to change this for the better.
Social enterprise software firm Buddy Media has been selected as a launch partner for Google+ Pages.
Following the launch of Google+ Pages last week, which allows businesses and brands to create an official presence on the social platform, Google has chosen a small number of third party developers to participate in a trial.
In Buddy Media's case, this will mean that Google+ functionality is integrated into its social marketing product, ConversationBuddy.
There aren't many silver linings in this economy, but there are a few companies that have figured out how to profit from popularity online. In the social media space, branding specialist Buddy Media has worked with such brands as FedEx, New Balance, Time Inc. and Microsoft. As the economy has tanked, Buddy Media has seen profits grow. In the
last quarter of 2008, the company posted revenue growth over 100% and
they are set to see similar returns this year.
This week, I wrote about how app and widget makers have rebooted their business model to monetize after the economy shifted. I also caught up with Buddy Media CEO Michael Lazerow to find out what works for brands in social media and who should get canned for their lack of effort in the space.