In a not surprising move, Google has acquired Wildfire which provides a social marketing suite that allows businesses to engage and monetize their audience on Facebook, Twitter, YouTube, LinkedIn, Google+, and Pinterest.
In a blog post, Google’s Jason Miller states that “the ultimate goal is better and fresher content, and more meaningful interactions. People today can make their voices heard in ways that were previously impossible, and Wildfire helps businesses uphold their end of the conversation (or spark a new one)”.
He then goes on to state, “with Wildfire, we’re looking forward to creating new opportunities for our clients to engage with people across all social services. We believe that better content and more seamless solutions will help unlock the full potential of the web for people and businesses.”
Jason’s statement is very interesting, if you read between the lines it is clear that Google has now officially entered into the social enterprise market which means it will be directly competing against Salesforce in this arena amongst many other players.
The exciting thing about this announcement is that we are going to see a tighter integration of Wildfire into Google’s most prominent properties such as Google Analytics, Gmail, DoubleClick and Admob.
A tighter integration of this sort gives Google an edge over its competitors, they will be the first company with a seamless platform for web analytics, social analytics, email marketing, advertising and most important of all a data-driven engagement dashboard with a 360 view. This is rather powerful because none of the current social enterprise applications have the capabilities to offer such a platform, one that takes all data points into account.