In a bid to expand further into the social media space, Google Inc has acquired social agency Wildfire Interactive for about $250 million plus performance incentives. Wildfire provides software that links to Facebook, Twitter, LinkedIn and other social networks, allowing customers to manage their online brand and presence. It’s clients include Sony Corp and Amazon.com Inc .
The Google blog stated,”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). 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.”
The Wildfire blog stated,”We believe that over time the combination of Wildfire and Google can lead to a better platform for managing all digital media marketing. For now, we remain focused on helping brands run and measure their social engagement and ad campaigns across the entire web and across all social services — Facebook, Twitter, YouTube, Google+, Pinterest, LinkedIn and more — and to deliver rich and satisfying experiences for their consumers.”
Wildfire was founded in 2008 with a seed grant from Facebook’s fbFund and Gary Vaynerchuk. As a part of the deal, Wildfire co-founders Victoria Ransom and Alain Chuard will join Google.