Google could use an SMMP to monetize social in a way that has nothing immediately to do with search.

FORBES: Salesforce Buys Buddy Media

Adding or acquiring SMMP capabilities would give them a way to monetize those presences without going back to charging for them directly.

FORBES: Salesforce Buys Buddy Media

No single SMMP offers deep listening and non-social CRM today, and no listening platform or non-social CRM offering currently delivers what an SMMP can.

FORBES: Salesforce Buys Buddy Media

Though there are hundreds of millions of dollars being exchanged in these acquisitions, the actual revenue being earned by SMMP vendors is a drop in the bucket compared to overall revenue in the enterprise technology sector.

FORBES: Salesforce Buys Buddy Media

Over the last year those predictions have increasingly focused on the Social Media Management Platform (SMMP) space, specifically about how I expected consolidation as demand increased from marketers, and big tech players realized the necessity and potential of these platforms.

FORBES: Salesforce Buys Buddy Media