Oracle acquired third social media company in 3 months

Oracle had acquired Involver; a social marketing firm. This is Oracle's third deal in three months in socail marketing area.

In may they bought Virtue - a social media engagement service company; In June Collective Intellect - a social media analytics comapny and now Involver.

Its not only Oracle, other companies are also moving towards aquiring social media companies.Can you think of any reason for this type of trend aquision?

-CB