July 11, 2012 – Oracle made another deal in the enterprise social space, this time for San Francisco-based development platform startup Involver.

Involver uses Social Markup Language that frames development of customized social media marketing campaigns, especially with the quick creation of Facebook pages. Oracle stated that Involver’s SML technology would be combined with its Cloud Platform Java and Database services for expanded social development customization.

Involver was founded in 2007 and its customers include MTV and Best Buy. Financial terms of the deal were not disclosed, though Oracle anticipates it will close this summer. In a statement on the deal, Oracle said it would take on Involver’s employees. Involver CEO Don Beck previously held executive roles at IBM, Adobe and Postini, a SaaS provider that was purchased by Google.

The enterprise social provider market has nearly doubled its revenue in the last three years, according to research firm IDC, in part leading to a slew of recent buyouts of vendors and niche tool providers. Last month, Oracle announced the buy of social media semantics and text mining SaaS provider Collective Intellect. Oracle also made social collaboration and as-a-service offerings prominent in its recent rundown of its expanded cloud output. Other deals in the enterprise social space in the last two months include deals by CRM rival Salesforce.com for Buddy Media and GoInstant, as well as Microsoft’s $1.2 billion pitch for Yammer.

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