Cracking the AI Potential in Social Media Marketing
It is said that social media marketing has grown to become one of the most popular forms of marketing in the last decade. As of now, there are billions of active users using several social media platforms such as Facebook, Instagram, Twitter, and so on. Therefore, it presents an enormous opportunity for brands to engage current and potential customers.
However, the fact that there is so much content and connections occurring in the social space makes it very challenging for the marketer to decipher it all. This is where artificial intelligence tools can be utilized to provide brands with more sophisticated analytics and automation features that allow them to get a clearer picture of their audiences, generate more compelling content, and fine-tune the performance of their social media management. AI provides a perfect solution for marketers who want to fully realize social media marketing.
Analyzing Present-Day AI Readiness to Handle Social Media
AI is already being used in various ways across major social platforms:
Content Tagging & Moderation
Instagram, for example, has introduced AI to tag posts and moderate the content that goes online. This helps to reduce the level of spam and misuse of the system.
Chatbots
Using chatbots in messaging apps makes it possible for brands to engage their audiences automatically with the help of artificial intelligence.
Ad Targeting
Advertisers and social platforms use AI to deliver more effective and relevant advertisements to users based on their interests, behaviors, and relationships.
Metrics & Analytics
AI enhances the sophisticated processing of data by brands to uncover more profound insights into social information and improve business approaches.
Specific Domains Where AI is Likely to Have an Impact on Social Media Marketing
There are three main areas where AI has the potential to significantly influence social media marketing:
Content Creation
AI can automate content creation in various social platforms – writing textual, graphical, and videocasts specific to a channel. This addresses one of the biggest questions that marketers face – creating content that resonates with their audience on a scale.
Community Management
As the number of social conversations increases, AI tools can assist brands in directing those communications, reply in the correct manner, assess sentiment and also recognize influencers.
Optimization & Predictive Analytics
With social data becoming more prominent every day, AI will assist marketers in sorting out this colossal amount of data to acquire a better perspective to improve their campaigns. Newer advanced analytical methods would allow for the evaluation and prediction of social measures.
Let’s look at some of the best AI-powered social media marketing tools.
Here are some leading AI tools that are pioneering innovation in social media marketing:
– Hootsuite Insights – A feature of Hootsuite that provides social media analytics using AI and machine learning.
– Buffer Reply, an AI-based tool for social media management that allows scheduling and posting, as well as engaging with audiences.
– Mavrck – Influencer marketing automation software for brands and influencers; includes campaign analytics with artificial intelligence.
– Talkwalker – The intelligent social listening platform for real-time analysis of conversations about brands and businesses.
– Sprout Social -This tool offers reliable social media analysis, management, and AI support.
– Sprinklr – one-stop social media management solution with AI Core for classification and effortless reporting.
Here, it is only possible to provide examples of the vast possibilities of AI advancements in social media tools.
The Pillars of an AI-First Social Media Strategy
For marketers to maximize their goal of AI in social media marketing, brands need to adopt the AI-first view of social media.
Here are some tips:
- Before the implementation of the strategy, it is vital to audit the current social media efforts of an organization to identify strengths, weaknesses, opportunities, and threats within the social media landscape. It is also essential to establish the current operational processes, tools used in tracking, and the critical measures besides goals. This is important when looking for ways in which AI can be deployed.
- You should establish strategic objectives and measures of performance. Identify the goals, measurements of performance, and anticipated returns in applying artificial intelligence to social media engagement.
- Find out which tools are leading AI in social media by looking at capability areas that are important for the development of your brand and find out which tools fit best.
- Social media data is the essential input to AI, and accurate data is the key to its success. Ensure that you are gathering the right social data sets necessary for the AI tools to yield the most suitable outcomes.
- Always experiment with and sharpen your application of AI technologies on social media using an iterative, or test-and-learn, model.
Conclusion
To summarize, artificial intelligence is poised to significantly revolutionize the social media marketing sphere by providing brands with deeper insights into customers, enabling the development of unique content, streamlining the conversation process, and enhancing the efficiency of brands’ marketing strategies toward positive business outcomes. When deployed purposefully, AI capabilities can significantly improve the efficacy of order-of-magnitude efforts by marketers in social media.
Bill Yeager, Co-Owner of High Point SEO & Marketing in CT
