Last week Oracle announced integration of multiple social media services that it has acquired in recent times. Oracle calls it Social Relationship Management Suite and it consists of Collective Intellect, Involver and Vitrue. Collective Intellect is a social media monitoring and intelligence service that we review in our Digital Marketing Technology Report.
You can now access all these services from a single unified interface that connects all the different services via single sign-on (SSO). This is a good first step. However, it's hard to know at this stage if there's any true integration beyond the ability to open individual products in the same user interface. Remember that each of these services is a point solution, each with its own (completely different) architecture, application programing interfaces (APIs), user management, repositories, and so on.
If you're presently evaluating digital marketing products, remember to do your due diligence and understand the extent to which this integration is possible. For example, find out how easy is it to target a list of your brand influencers (via Collective Intellect) and make them a target of a Facebook campaign (via Vitrue). We will of course continue to research and inform you what we learn in our next update to the Digital Marketing Technology report. If you are using any of these Oracle products or any of the others, I would love to chat with you. Please email me or leave a comment below.
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