As rumored last week, Salesforce.com Monday said it’s going to buy Buddy Media for roughly $689 million in cash and stock.
Buddy Media lets marketers manage their presence on social sites like Facebook, Google, LinkedIn, Twitter and YouTube. They can publish content, place social advertising, measure the effectiveness of their social media marketing programs, determine which content is driving the most engagements, test different strategies and isolate the campaigns delivering the best ROI.
Salesforce already owns Radian6, a so-called social media listening platform, and will merge the two platforms together in its Marketing Cloud so it can offer the entire social marketing lifecycle.