Oracle acquires social marketing firm Involver

Terms of the deal were not disclosed.

San Francisco-based Involver, founded in 2007, provides tools for developers to create advertising campaigns on social media networks such as Facebook .

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

Oracle, the world's No. 3 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 Inc snapped up social media advertising firm Buddy Media in a $689 million tie-up in June, while Microsoft Corp acquired workplace collaboration software maker Yammer for $1.2 billion in July.

Copyright Thomson Reuters 2012