June 4, 2012 – Salesforce.com announced it would pay $689 million in cash and stock for social enterprise software provider Buddy Media, the fourth in a recent flurry of buys in the social and marketing cloud space by big name vendors in the last six weeks.

Through its namesake social media marketing platform, Buddy Media enables content publishing and marketing program assessments across social channels such as Facebook, Google+, LinkedIn and Twitter. Salesforce.com Chairman and CEO Marc Benioff said in a news release that the proposed deal taps into the expected rush of marketing department spending over the next few years and would be coupled with the social monitoring capabilities and offerings it added with its acquisition of Radian6 in March 2011. Salesforce.com Radian6 SVP Marcel LeBrun noted that the Buddy Media platform would be part of the Salesforce Marketing Cloud offering for the “ability to manage the entire social marketing lifecycle.”

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