Social media, the phrase, is becoming an all-encompassing terminology for multi-people interaction.

I liked seeing the Exact Target acquisition of CoTweet. It is being called the marriage of email and social media but in essence, it is the coming together of all one-to-many forms of enterprise communication and interaction on one platform. I would have imagined that coTweet would have licensed their technology to Exact Target and/or their competitors as they focused on growth. Such an early exit may have had a lot to do with Twitter’s forecasted enterprise focus. But then it also means that Exact Target continues to live up to their innovative leadership position in the on-demand email marketing space.

Source: Forrester Research Inc

As the need to generate new marketing opportunities with improved and measureable campaign effectiveness rises, players like Responsys, Epsilon, Yesmail will have no choice but to follow with their ‘social media’ offering. It’s just a question of build versus buy. Looking forward to seeing some more activity for the early twitter start-ups that have established a presence in the enterprise market. Hopefully next time, we’ll have some of the financial terms disclosed as well.