Google has expanded its social media capabilities by acquiring the social media management firm Wildfire, in a deal thought to be worth around £160million.
The start-up company, founded by Victoria Ransom and Alain Chuard in 2008, has been taken under the wind of the search engine giants, with the ultimate goal being to produce fresher content and more meaningful interactions between business and consumer.
Wildfire manage content, ads and promotions across social media sites such as Google+, Twitter, Facebook, Pinterest, YouTube and LinkedIn. Despite being a relatively young company, Wildfire already counts the likes of Virgin, Spotify, Cirque du Soleil and Gilt Group as clients.
Google product management director Jason Miller said on the company blog: "People today can make their voices heard in ways that were previously impossible. Wildfire helps businesses uphold their end of the conversation (or spark a new one).
"[Wildfire is] a platform for brands to manage their pages, apps, tweet, videos, sponsorships, ads, promotions and more, all in once place. We believe that better content and more seamless solutions will help unlock the full potential of the web for people and businesses."
The acquisition of Wildfire by Google should lead to all-round better management of digital marketing campaigns, according to the two companies. But, while Wildfire certainly has the potential to blossom into an important marketing tool with the backing of Google, whether this dream becomes a reality in the digital marketing sector remains to be seen.