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Salesforce To Acquire Buddy Media For Over $800 Million
Salesforce is back in the news again and ‘surprise, surprise,’ it’s gone and bought something. The sarcasm is deliberate of course, because in the last year or so the company has been on a tear. Most of its growth has been inorganic and so far it’s been able to integrate much of what it buys into its operations.
It’s latest acquisition, Buddy Media has been around for 5 years and helps companies manage their Facebook (and other social platforms) presence. The deal which hasn’t actually closed yet is tipping it at a cool $800 million. Both companies are mum on the matter but there has been mutterings that Buddy Media was first approached by Google. In the end the decision was taken that Salesforce would be a better fit for the way Buddy Media works.
And what of Salesforce? The company already has a massive pool of enterprise clients and so the acquisition of Buddy Media is expected to be used to help those clients meander the sometimes twisted road of social media. Salesforce bought Radian6, another social media platform the other day for $326 million so this new buy brings in its total investment in social media platforms to about $1.1 billion.
In another 3 years or so we’ll be able to see if all this acquiring has done anything to make Salesforce better.