Customer relationship manager Salesforce.com is acquiring social media “buzz” monitor Radian6 for $276 million in cash and $50 million in stock. On top of that, about $10 million in stock and $4 million in cash will be issued to founders over the next two years, though that $14 million is subject to certain “vesting conditions.”
The acquisition comes after months of investment activity by Salesforce. In February, Salesforce participated in a $4 million round by Twitter and Facebook client Seesmic. Last month, Salesforce was part of a $32 million fourth round of funding for HubSpot, which sells all-in-one software used by businesses to get online leads.
For the past two years, acquisitions in the data and analytics space have continued to remain hot. After all, the rise of social media has made the need for comprehensive analytics a fairly essential part of most of businesses in media. But it’s becoming increasingly rare to find established analytics providers willing to sell. Radian6 has been around for five years, making it one of the more mature social media analytics companies around.
Still, while the older companies in this area will be hard to find in terms of acquisition opportunities, there does seem to be a never-ending supply of startups, suggesting that as the established companies consolidate, there will be a steady stream of available properties waiting to be snapped up. Release