Google Setting Up its Line of Wildfire Against Facebook!!!

By Umang Patodia - August 4, 2012 | Tickers: FB, GOOG, LNKD | 0 Comments

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Google (NASDAQ: GOOG) is moving its vehicle at the top gear with a clear intention to challenge its arch rival Facebook (NASDAQ: FB) in the social networking world. Facebook clearly had a dismal showing last week while announcing its Q2 results, which is quite an advantageous situation (in an indirect way) for Google.

Google takes this advantage to the next level with the announcement of the acquisition of Wildfire, one of the global leaders in social media marketing software. This is an acquisition with a clear vision of challenging its arch rival Facebook in the networking arena. The terms of purchase have not been disclosed as of now.

Wildfire is one of the most considered social media marketing company with clients like Youtube, Google+, Linkedin (NYSE: LNKD) and twitter. Linkedin provides the platform for businesses to advertise their campaigns, and to do it in an effective way it uses Wildfire. The biggest of all these clients is Facebook itself. Wildfire’s Social Marketing Suite combines best-of-breed social promotion and advertising software, robust mobile and desktop page management, messaging and sophisticated real-time analytics in one complete platform.

This is a very tactical acquisition that can reap huge benefits for both Google and Wildfire. Here are some of the places where this synergy can improve results:

1. Social Engagement: Wildfire already deals with 30 of the top 50 brands, running their campaigns on social media. With the support of Google it will create a better reach for these brands, more visibility and better services.
2. Software Boost: Already Wildfire’s software has the ability to allow people and business, even with a non-technical background, to create campaigns for social media that can boost their sales. With the exposure of Google labs (one of the highly innovative labs across the technological world these days) the existing 400 employees would be able to take this software to the next level.
3. Curse for Facebook: The CEO of Wildfire has announced that they will continue serving the client in their existing fashion with little or no changes. But how far it is implemented is still something that will be under scrutiny. Now the question remains whether Facebook would like to continue using Wildfire as its source for marketing with the information going straight into the hands of its biggest competitor in the social media world.
4. Platform for launching Google+ : Now as we all know Google is primarily focused with creating a platform where Google+ competes in direct line with Facebook. Now they can use this social media marketing company to implement the same strategy. As the campaigns launched by them have a direct connectivity with Facebook fan pages, in a similar way Google can launch these connections on Google+.

This positivity from the synergy of the two companies will surely boost the performance of marketing campaigns of social media, attracting more and more brands. The user base for the social world is increasing day by day and it is all in the hands of these giants to grab the opportunity and make the best out of it. 

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