Some of Facebook’s bad press stems from its dependence on low-cost, direct-marketing oriented display ads. The social network giant can make plenty of money off its cheap inventory, but it really hasn’t figured out how to use its social graph data and viral conversation medium to deliver marketing vehicles for which brands will pay top dollar. Meanwhile, Twitter signs a big Pepsi sponsorship – although no one’s saying exactly how big – and Billboard finds that you can’t always control Twitter promotions when celebs take a hand. That’s one reason talent agencies are jumping onboard. But marketers can take more control with campaign management tools, especially when they can integrate them with their own CRM data. Oracle made a splash with an acquisition last week, and now it looks like Salesforce is after Buddy Media, the big Facebook pages and ad-buying player.