• by Gavin O'Malley  @mp_gavin, June 6, 2013

Social media marketer Shift this week is relaunching its GraphEffect service, which helps brands execute real-time campaigns on Facebook and Twitter.

Among other changes, the newly named Media Manager offers budget notifications to track campaign spending, collaborative worksheets, and sharing functionalities.

“Facebook and Twitter are a real-time marketer’s dream,” said James Borow, CEO of Shift. “Media Manager was specifically designed to keep up with [their] needs.”

Last year, Facebook named Shift as one of a number of “strategic” partners within its Preferred Marketing Developer program, which helps brands navigate a crowded field of social marketers. Top clients include L'Oréal, Toyota, Kraft, American Express, Nissan, Sony, and Ford.

With Shift’s new service, marketers can also manage Twitter and Facebook campaigns on one platform, which should make it less likely that efforts are duplicated.

Preparing for its next phase of growth, Shift has spent the past year transitioning from an app maker to a full-fledged platform for brands and agencies to manage, advertise and analyze their social efforts.

One of 13 top Facebook ad partners, Shift is riding a wave of popularity in social marketing services, which have been ripe for acquisition and investment. Just this week, Facebook ad partner Brand Networks said it was taking $68 million in financing from private-equity firm AEA Investments. Last year, Buddy Media sold to Salesforce.com and Vitrue was acquired by Oracle, for $736 million and $300 million, respectively.

Formerly named GraphEffect, Shift itself has experienced a strong year. In 2012, it generated somewhere between $40 million to 50 million, up from $12 million in 2011, a company representative confirmed on Thursday.  

As for 2013, the rep said: “We are not releasing exact numbers, but we have consistently grown our business [400%] year over year, and this year will be our highest growth year to date.”