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.
It's been a rough week for the world's most prominent social networking company, Facebook, and the week isn't over yet, but that doesn't mean that social media is going away any time soon.
That explains why software giant Oracle has purchased cloud-based social marketing platform provider Vitrue.
Attribution is the name of the name at the moment.
A hot topic at our recent Digital Cream London event, social and online spend is now more under the microscope than ever.
It's not enough just to have fans and followers; you have to know who they are, where they came from and what they want from you.
As such, the social media management/dashboard industry has blossomed of late and grown into something much more mature.
We spoke with the CEO of one player in this space - Vitrue's Reggie Bradford - to discuss Facbeook Timelines, changes to tabs, measurement and social advertising.
Alcohol brands will soon be able to protect themselves from being seen to market to underage drinkers on Twitter using a new tool from social media management company Vitrue.
For the ‘Twitter Gate’ to work, brands simply have to make their Twitter feed private. Then, when a user then tries to follow them, they are sent a direct message with a link to an external site where they are asked to verify their date of birth.
Until now, there has no real way (other than putting something in the Twitter biography) from preventing underage users from interacting with drinks brands.
On Twitter, common wisdom is that more is better, particularly when it comes to followers. After all, who doesn't want more followers?
But what if, for instance, you're an alcohol brand that wants or needs to restrict your marketing messages to consumers above a certain age? A site like Twitter, on which anyone can follow you unless you've made your account private, becomes a tricky platform on which to build an effective presence.
Social media. ROI. They often seem like two pieces from two different puzzles. And for good reason: it can be hard to quantify the value delivered by a single 'friend' or human interaction.
But for major brands, figuring out the ROI of a social media initiative is something that realistically has to be done if social media is to prove itself worthy of larger investment.