Google has acquired a Redwood City, Calif.-based social media marketing company with the goal of expanding opportunities for customers to engage on all platforms, Computerworld reports.
According to John Ribiero’s article, Google’s buy of Wildfire is one of several transactions in the technology industry targeted towards social media.
Within the last three months, Oracle has acquired Involver, which provides developers social markup language for creating customized marketing applications on social media sites and web campaigns, and social media marketing firm Virtue.
In June, Salesforce.com announced a $689 million cash-and-stock deal to buy Buddy Media as it tries to expand social media offerings for businesses, Ribiero reports.
Jay Baer writes for Convince & Convert that Wildfire gives Google access to a social signal, including the ability to index Facebook, Twitter, Pinterest and Linkedin activity in the search algorithm.
Google used to index Twitter posts through a firehose agreement and Baer claims that agreement indirectly led to Google launching its own social networking site, Google Plus.
Baer believes Google could also create a social advertising platform similar to Adwords as well.