Social Marketing Platforms and Acquisition Frenzy:
Why the Big Guys Are Acquiring Social Media Marketing Platforms
By Seth Lieberman
- Oracle / Vitrue, Involver
- Marketo / Crowd Factory
- Salesforce / Buddy Media
- Microsoft / Yammer
- And most recently: Google / Wildfire
- Software to create content. Platforms that allow marketers to easily create content that plays well on social media sites are receiving lots of prime time attention. Most often, interactive content often takes the form of contests, sweepstakes, surveys, personality tests, quizzes, and simple games that encourage visitors to react, respond and share. Creating original, compelling content can be hard work, so tools to simplify this are highly valued by marketers.
- Software to easily reach multiple sites. Think of this as a dashboard from which it is possible to interact across channels without having to visit each channel. Pretty straightforward stuff. It evolves constantly as various channels come and go. Long term, however, it really doesn’t make sense as a standalone business and is more often incorporated into 1 above or 3 below.
- Software to measure/analyze social media impact. This is another evolving industry segment: measuring and monitoring social media activity is a full time gig—or in the case of many organizations, a full department gig. Given the monies companies are investing in social media, they want to make sure they have the analytics in place to justify the investment. In short, is the marketing converting to dollars—how often, when, in what situations?
- Buying functionality that spans from top of the funnel on down.
- Buying market-readiness/proven businesses—of course we hear most about the big acquisitions, but it makes sense. The acquirers want to go to market now, so they want to know that what they are buying is saleable. The best way to guarantee this is to buy those players that have impressive customer lists.
- Paying big dollars. Time is money. The acquirers have money, not time. They know they can’t risk losing the next round of software marketing.
Seth Lieberman is the CEO of SnapApp/Pangea Media and has more than 15 years of online marketing experience. With the SnapApp marketing platform, companies can easily create powerful promotions such as sweepstakes, quizzes and surveys and publish them across the web. SnapApp customers include Comcast, Martha Stewart and Harper Collins.