If you’re like most marketers, you’ve felt the crush of dealing with social media data. Trying to figure out how to use that data can cause a real rift in marketing departments. On one hand, the consumer insights can fundamentally change how you market. On the other hand, the amount of information available is mind-boggling, and it can paralyze your marketing department under its weight.
How do you make sure you use social media data in the most effective way, leaving you with more time, and information, to do what you do best — using your expertise to develop and run engaging campaigns?
The emergence of AI (artificial intelligence) holds great promise in helping marketers make better use of social media data. The benefits of AI right now are inarguable, and in the coming months the technology will take more steps toward solving more common social media data problems that marketers deal with every day.
AI is a key component of the popular social networks you use every single day.
Facebook uses advanced machine learning to do everything from serve you content to recognize your face in photos to target users with advertising. Instagram (owned by Facebook) uses AI to identify visuals.
LinkedIn uses AI to offer job recommendations, suggest people you might like to connect with, and serving you specific posts in your feed.
Snapchat leverages the power of computer vision, an AI technology, to track your features and overlay filters that move with your face in real-time.
These are just a few examples of how AI works behind the scenes to power features of the world’s most popular social networks. And, across all social media platforms, AI and machine learning are regulating how the content you create and the ads you buy are placed in front of users — often in ways that aren’t entirely transparent to marketers.
This is all to say that AI is a fundamental part of how today’s social networks function. But, AI often operates behind the scenes of popular platforms, and entirely at the discretion of the company that owns the platform.
However, that doesn’t mean marketers can’t leverage AI for social media. In fact, AI is being used in many commercially available social media marketing tools across a number of use cases.
Marketers spend a ton of time creating content for social media distribution, then managing distribution and engagement across channels. Traditional marketing automation tools help with this, by streamlining social media scheduling and monitoring. But AI tools take it further.
Tools exist to completely auto-generate social media content across channels, going so far as to automatically include hashtags and shortened links. Tools also exist to auto-schedule these shares in bulk. Overall, AI is able — today — to handle certain types of social media creation and management in minutes.
A number of AI-powered tools exist to deliver insights from your brand’s social media profiles and audience. This often involves using the power of AI to analyze social media post at scale, understand what’s being said in them, then extracting insights based on that information.
That data, properly applied, allows AI social media tools to help you track your global brand equity, find emerging consumer trends, find new audiences to target, keep tabs on brand reputation, and identify promising new avenues for social media promotion.
Many social networks give marketers an unprecedented ability to run paid ads to platform users based on highly granular demographic and behavioral targeting. But marketers still need to write or create ad creative…or do they?
Artificial intelligence tools exist today that will actually write Facebook and Instagram ads for you. The ads are optimized for clicks and conversions, thanks to AI’s ability to predict at scale which language will improve results.
If you’re a social media marketer, chances are that AI can help you increase revenue and reduce costs. That means now is the time to get started with AI, no matter your skill or comfort level.
To do so means you build a potentially insurmountable competitive advantage. To delay means you risk getting left behind.
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