By Greg Hazley
Vocus has acquired social media marketing software provider North Social in a $7M cash deal, highlighting the rise of Facebook in the marketing mix.
The $7M price tag could stretch as high as $18M if earn-out benchmarks are met.
The year-old NS counts 1,300 subscription customers like Coca-Cola and Falcon Motorcycles for its 19 Facebook applications, which help users set up pages on the social network and launch campaigns using tools like video and Twitter.
Vocus CEO Rick Rudman said Facebook is becoming an “increasingly important channel” for engaging customers. He sees NS software becoming an important component of Vocus’ marketing product suite.
The deal is Vocus’ fifth acquisition in the past year.