THE DEAL: Salesforce.com Inc. is buying the marketing company Buddy Media for $689 million.
WHAT THIS DOES: As more companies promote themselves on social media, Salesforce has been looking to add more products that can help customers manage their marketing campaigns. Buddy Media allows customers to create content, place ads and measure the effectiveness of social-media campaigns.
WHAT THIS MEANS: It underscores the growth of not just social media but also the delivery of software over the Internet. Salesforce is one of the early proponents of providing business software applications over the Internet, rather than installing software on individual computers.