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Oracle Corp. has announced the acquisition of a social marketing firm. San Francisco-based Involver, founded in 2007, offers tools for developers to create advertising campaigns on social media networks such as Facebook. Terms of the deal were not disclosed.

"Companies are looking to harness the full potential of social media to increase brand loyalty, connect with potential customers and anticipate buyers' needs," Oracle noted.

Oracle, an enterprise software provider, has aggressively fleshed out its social media capabilities in recent months, beginning in May with a deal for Vitrue, a social media engagement service. The following month, Oracle acquired Collective Intellect, a social media analytics company.

Even though Facebook's troubled IPO in May cast some doubt over consumer social media, deals in the enterprise sector have continued at a scorching pace.

Salesforce.com snapped up social media advertising firm Buddy Media in a $689 million tie-up in June, while Microsoft acquired workplace collaboration software maker Yammer for $1.2 billion in July.

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Oracle buys social marketing firm