6 minute read
AI for social media: What it is and why it matters to you
Updated on April 21, 2021 by Srushti Shah
Artificial Intelligence (AI) is everywhere.
From the email service you use to the cab-hailing app — every single technology that we use today has some traces of AI in it.
We’ve also seen highly-imaginative and too good to be true use cases of AI. The fact is, AI is definitely powerful. As Elon Musk puts it, “AI is more dangerous than nukes.” However, any technology, if used in the right manner and within proper parameters, can actually be a boon to mankind, just like nuclear energy.
Similarly, Artificial intelligence, if used responsibly and consciously, can actually become a path to explosive growth for businesses, especially for marketers.
Right now, as you are reading this blog, the world’s most popular social media platforms are sharpening the efficiency of their AI tools.
- Facebook uses Artificial Intelligence to craft the perfect, personalized news feed according to the user’s interests, demographics, mutual friends, and browsing behavior.
- Instagram uses a ton of image data to rank trending posts, hashtags, and so on.
- LinkedIn uses AI and machine learning to see what posts receive maximum attention and response.
Ultimately, all social media platforms use AI and ML to serve their users with the right content that will maximize engagement and conversion.
Similarly, social media marketers can also use the power of AI to maximize results from their social media marketing efforts. AI for social media means the many applications and possibilities that come within reach of marketers with the help of Artificial Intelligence.
But what are those applications and possibilities?
Let’s start with four ways how AI can help social media marketers:
- Assist in social content creation
- Derive deep insights about social behavior and post reach
- Automate social conversations
- Image recognition
Assist in social content creation
Content creation is one of the toughest challenges of social media marketers. It takes a significant amount of time and energy to discover and create content in various formats that will connect with users and make them engage with the brand.
You must also be keen on various social media marketing tenets, like:
- Posting at the right day and time
- Using the right tone applicable to the platform
- Maintaining consistency
- Gaining organic visibility
Although content creation is a creative and artistic pursuit that demands human intelligence, there is a part of the process that Artificial Intelligence can help with. Like a compass that helps a ship navigate the seas, Artificial intelligence can help marketers achieve a strategic direction to their social media marketing efforts. This, in turn, will help marketers to craft better content.
AI tools for social media can:
- Highlight trending hashtags
- Identify the most discussed topics on the internet
- Rank viral posts
- Showcase how interest in a topic changes over time
Derive deep insights about social behavior and post reach
Data analytics and pattern finding have so far been the forte of statisticians and data scientists the world over. However, their involvement had its own inherent limitations.
To begin with, small and medium scale businesses cannot employ high-profile personnel for their analytical work. Secondly, analysts were not always keen on analyzing social media data.
Artificial intelligence can offer some reprise here. AI is basically a computer program that feeds on large amounts of data to arrive at meaningful conclusions. It can also analyze social media data from various platforms and provide deep insights.
Such insights can be of two types:
- Social behavior of users on each platform
- Post reach across platforms and at various timelines
Armed with such data, social media marketers can take proactive plans that will help them move the needle on their marketing performance.
Automate social conversations
In social media marketing, every handle has three roles:
- The brand role
- The customer support role
- The employer role
In the customer support role, the handle is supposed to engage or respond to conversations that happen on the platform. For example, if there is a tweet complaining about the product and tagging the brand’s handle, the brand should respond appropriately.
Similarly, the handle must also respond to direct messages that customers send through private messengers in each platform. Unfortunately, it is difficult to monitor such conversations round the clock. However, with the help of chatbots, which are Artificial Intelligence programs, it is possible to automate conversations with customers. AI and ML make it possible for these messengers, a.k.a., chatbots, to engage in casual conversations with customers.
One of the key capabilities of Artificial Intelligence is that it can perform accurate image recognition at scale. Every single day at least 3 Billion images are shared on social media. These images give a pattern of the kind of posts that users are sharing, interacting with, and want more of. For a social media marketer, this is the best insight that they can get about customer preferences.
With image recognition tools, it is possible to identify images that carry common themes, logos, people, characters, and so on. In fact, it can also be used to see how many brand assets are being socially shared across all platforms. In the case of owned property, it also helps crack down on unauthorized usage. Technically, these are tasks that cannot be done by a human, unless a huge amount of time and resources are spent on them.
Can AI make social media better?
In one phrase, yes, it can. How much better? This is something that we will have to wait and watch. For now, AI for social is proven to be a great benefit for social media marketers. It arms with the power to interact with audiences at scale. Also, it helps automate processes that otherwise would require a huge amount of manual resources - from knowing what to post when and in what frequency, AI can solve several confusions that could be riddling marketers.
AI for social media FAQs
How can AI help social media marketers?
AI can help social media marketers assist in social content creation, derive deep insights about social behavior and post reach, automate social conversations, and improve image recognition.
How can AI automate social conversations?
AI can automate social conversations with chatbots, which are Artificial Intelligence programs. AI and ML make it possible for chatbots to engage in casual conversations with customers.
How are social media platforms using AI?
Facebook uses Artificial Intelligence to craft the perfect, personalized news feed according to the user’s interests, demographics, mutual friends, and browsing behavior. Instagram uses a ton of image data to rank trending posts, and hashtags. LinkedIn uses AI and machine learning to see what posts receive maximum attention and response.