While much of the tech and financial world has been focused on Facebook’s post-IPO performance, something else has happened that is starting to define the social marketplace. Savvy firms like Salesforce.com and Oracle have strategically gobbled up some of the top social vendors. These acquisitions signify that social business has become big business. The formulation of meaningful social categories is also taking shape, and marketers — particularly CMOs — should take note as they look to gain real ROI from social.
The best way to determine what social categories and tools you company should utilize is to look at what companies like Salesforce.com and Oracle are investing in. Both companies have identified and invested in three main categories of social technology: social media management, social media monitoring, and social infrastructure. By examining what these categories look like, and what technologies matter, you can determine where to focus your business resources. Read more….