Keyword Driven Marketing is really about grouping keywords together to form one or more consumer audiences. Once you have defined an audience, you can then build pages that will speak to them, in addition to search engine advertising.
However, for the Social Media arena, consumer engagement takes on many forms – whether it be Facebook vs Twitter vs. HubSpot and so forth.
So, Check out this guide:
www.wordstream.com/articles/keyword-research-for-social-media-guide