Vitrue

The firm's core offering was a cloud-based social marketing and engagement platform designed for marketers. This platform provided a centralized suite of tools for creating, publishing, moderating, managing, and measuring social marketing campaigns across major networks like Facebook, Twitter, YouTube, and Google+. Its services were geared towards helping brands and agencies manage their customer relations on the social web. Key features of the Vitrue Social Relationship Management (SRM) platform included social media publishing, the creation of custom Facebook modules for branded pages and games, social commerce functionalities, and social analytics. This enabled clients to deploy campaigns globally and locally across various devices, aiming to increase community engagement and generate leads. The company catered to large brands, managing billions of social interactions for clients such as McDonald's, Procter & Gamble, and Southwest Airlines.

A significant milestone in Vitrue's history was its acquisition by Oracle on May 23, 2012, for a reported $300 million. The acquisition was part of Oracle's strategy to build a comprehensive social relationship platform by integrating Vitrue's social marketing solutions with its own sales, service, and commerce products. The deal positioned Oracle to better compete with other enterprise software giants like Salesforce in the burgeoning social enterprise market. Following the acquisition, Vitrue's platform became the foundation for Oracle's social marketing capabilities within the Oracle Cloud.