Google Buying Social (Facebook) Campaign Vendor Wildfire Continues Consolidation Of Social Platform Vendors

A few minutes ago, Wildfire Interactive was purchased by Google for a reported $250 million. Of course, this is a lot of money, and a great exit for Wildfire investors, but what does it mean for social marketers, especially B2B social marketers? It is part of an ongoing trend of consolidation as many smaller vendors have been bought by major companies in the industry such as salesforce.com, Oracle, and now Google. Just looking at vendors I examined (with Kim Celestre) in our October 2011 Market Overview of Social Media Platforms for B2B Marketing (subscription required), many of them are no longer independent companies, and we expect this consolidation to only accelerate.

As a partial list, and please let me know if I missed any major acquisitions (of course, Yammer was bought by Microsoft, and Instagram by Facebook, but neither are external social marketing solutions for B2B marketers):

  • Involver, July 2012, Oracle
  • Collective Intellect, June 2012, Oracle
  • Vitrue, $300M, May 2012, Oracle
  • Buddy Media, $689M, May 2012, salesforce.com
  • Crowd Factory, April 2012, Marketo
  • Alterian, January 2012, SDL
  • Radian6, $350M, March 2011, salesforce.com
  • Unisfair, $35M March 2011, InterCall (West Corporation)
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