“It enables me to do things with Twitter that most marketers only dream of.” Those were the words of Guy Kawasaki speaking of popular social tool ObjectiveMarketer. WebProNews spoke with Amita Paul, the Founder and CEO of the tool, about what it is and why marketers are praising it.

As she explains, ObjectiveMarketer is a centralized campaign management system that helps businesses operate their marketing efforts across multiple social media channels. It includes a robust analytics program that lets businesses know how their social strategies are performing.

Paul is aware that time and relevance are both critical factors in social media. She says, “If you do not reach your customers with the right content at the right time, you have lost them.”

As a result of this awareness, ObjectiveMarketer allows users to test messages during campaigns, which helps users identify what does and does not work.

To learn more about this tool, visit its site.