Any social marketing strategy needs to start with good keyword analysis. In Twitter, that analysis starts with listening to your intended target audience for the words they use to describe your business.

The best way to listen to and connect with your niche is through tools like Twitter Search and #hashtags. Utilizing the information gained through these tools in your Twitter marketing strategy can prove extremely beneficial.

Twitter is a huge community, with millions of users. Consequently, the most effective way to attract a focused customer segment is by drawing in searches and triggering re-tweets. These techniques rely on good, consistent keywords in your Twitter messages and associated profile.

Keywords strategy extends to your message. Expertise and education on your niche will blaze a compelling trail to your product or service. Twitter communities are assembled around "authorities" and moved to action by influencers. Your objective is to either become one or co-opt several to your message.

Unlike keywords, messages should contain variety to bring diversity and opportunity. Often being too consistent and uniform with Twitter messages will draw industry specific connections--putting you into the echo chamber, instead of an audience of customers. So, to gain maximum results with your social marketing campaign feel free to bounce between web 2.0 and real estate, while throwing in a little baseball.

Being helpful to your connections probably trumps keywords and messages. If you are pushing and promoting useful information you will attract loyal followers. If you are cross-promoting your network you are going to get promoted. Give value first and you will spark action into your own social marketing campaign.