The social media monitoring, CRM and marketing space is certainly heating up. First, Oracle acquires Vitrue for $300 million, and then Salesforce.com buys Buddy Media for nearly $700 million.

That means it’s Oracle’s turn again – they’ve just announced the acquisition of real-time social media monitoring platform company Collective Intellect.

Financial terms of the agreement were not disclosed.

Collective Intellect’s cloud-based solutions enable organizations to monitor and respond to consumers’ conversations on social media sites like Facebook and Twitter. According to its website, Collective Intellect’s customers include CBS, Advertising Age, Hasbro, Verizon, Walmart, Yahoo, Siemens and Pepsi.

Collective Intellect’s solutions will be integrated with Oracle’s Software-as-a-Service products and ‘Social Platform’, enabling organizations to create more targeted marketing campaigns, generate leads and help customer service teams respond quickly to customer feedback on social media.

Okay, Salesforce.com, it’s your turn again.