Social media has gone from a nice-to-have to a must-have for all sizes of corporations. That’s led to a spate of acquisitions in recent weeks, with Salesforce.com scooping up Buddy Media for $689 million and Oracle buying Vitrue for $300 million. As part of its series looking at social as an operating system, Digiday editor-in-chief Brian Morrissey sat down with Vitrue CEO Reggie Bradford to discuss what’s behind the big-enterprise technology player’s recent social moves and how the landscape is shifting.
“The reality is you have 900 million people on Facebook, another couple hundred million on Twitter, and you’ve got over a billion people using the social networks, not just one but multiple, to manage their time and their day, communicate with friends, family members and acquaintances,” he said. Corporations are recognizing that social has become part of how they do business.”
The challenge, of course, is social is many things to many people. It’s beyond just marketing, Bradford said, reaching into customer service, human resources and elsewhere. Within marketing, the biggest challenge remains the question of return on investment. “The answer is, not yet,” Bradford said. But social media isn’t going anywhere, a reality that’s hit the top reaches of corporations. “That question will be asked by the CFO and will need to be answered,” Bradford added.
See the full interview, which includes Bradford’s take on whether Facebook can crack big-brand budgets.
The Social Operating System: Interview with Reggie Bradford, Founder and CEO, Vitrue from Digiday on Vimeo.
More from Digiday
DMexco ’26 Briefing: From scaling AI operations to teaching the next generation of ‘bold’ CMOs
DMexco 2026 media partner Digiday hosted two panels that outlined the challenge of AI at scale and the CMO of the future.
YouTube invests in AI agents, live ‘gamification,’ and editing tools to keep creators close
Made On YouTube announced a spate of new features for the creator platform; here are the most important ones and what they mean for creators.
Marketers bemoan the culture of ‘good enough’ as standards fall amid the AI bubble
‘Drowning in measurement,’ marketers mull priorities in an internet where ‘two audiences’ exist.