Over 2.4 billion people across the globe and about 70% Americans use social media and it is critical that businesses leverage this channel with best marketing practices to shore up their bottom-lines. Be it marketing, support or sales, social media has become a big weapon in the marketing arsenal. It is an invaluable asset in terms of customers interacting with the brand and vice-versa. With millions of tweets, likes, and interactions being generated by the minute, it is impossible for big brands to keep up with the data flow. Human intervention in the form of employees takes the front seat, however, even the biggest of brands have at best, “tiny” social media teams. This is where AI SMM or Artificial intelligence-based social media marketing comes in. The situation today is – a business that ignores the capabilities of AI SMM loses out on a multitude of opportunities.
Automation is the only answer to the deluge of data that is growing by the day. But automation has its limitations and so does a human brain. Crunching huge amounts of data is not a human specialty and talking and interacting with humans is not a strong point of automation, at least not yet. Humans have to prioritize on data crunched by automation software (AI SMM) to create engagement opportunities, so the entire situation becomes symbiotic, where one part is human intellect and the other is artificial intelligence. Let us look at some areas in which AI can transform social media marketing for magical results. This is what we term as AI SMM.
The complement of human intelligence and AI SMM
AI applications and human beings form a complementary team in a social media marketing or SMM process. AI is growing leaps and bounds through extensive research in terms of natural language processing. However, real-time and targeted engagement remains a challenge. Whereas, human beings, on the other hand, are adept at engagement while they fail at crunching massive amounts of data that AI can achieve in seconds. This complementary relationship between AI and the human brain can be put to use effectively when deployed with a well-thought out strategy. AI SMM, fine-tuned, is also capable of removing noise and deliver useful data to an SMM marketer, so that he can be effective and quick in his approach to engage and convert.
Chatbots are not only used on website frontends but have also found use in the social media marketing niche. Chatbots are evolving quickly and today they are used to handle smaller customer issues while the bigger ones are delegated to human intervention. This translates to effective use of human potential. Chatbots are equipped to create and handle multiple conversations at the same time and are available 24/7.
The fact that over 60% of customers expect an answer to their complaints in 60 minutes or less is a reality. By deploying chatbots on customer support platforms, they can help keep customers happy and improve retention rates. Not that chatbots will resolve all queries, but they can keep a customer engaged while flagging humans for faster resolution of issues. Chatbots can also prioritize complaints and help boost social media engagement by better customer interaction.
Artificial intelligence is capable of identifying engagement opportunities on social media. A business called post intelligence has developed an application called PI that can track social trends in a given niche. The tracking data is then matched to the user’s recent posts and level of engagements thus creating an opportunity to fine-tune or recommend content that can be posted. It also has the capability of generating social media posts. As a social media marketer, you can imagine the possibilities here.
Kosei and Pinterest
Pinterest has acquired a business called Kosei to add to its AI capabilities and predict personalized recommendations for users depending on their interests and search data. Deploying AI SMM, Kosei uses a recommendation modeling algorithm to help Pinterest churn out relevant results.
Bright and LinkedIn
Bright is a job search business acquired by LinkedIn in 2014. Bright used machine learning to match employment opportunities with candidates. The bright algorithm helps LinkedIn to assess hiring patterns, work experience, locational preferences, and other myriad data to score candidates for a given employer. LinkedIn adds a new dimension to its job opportunities section by integrating Bright in addition to its data making it a more focussed hiring portal.
Slack bots throw guesswork out of the window for social media marketers. This AI SMM tool helps them to develop effective posts to promote their brands more effectively while suggesting content. Slack bots are seeing deployment in content marketing too since they are adept at analyzing niche content and suggesting the next steps. In the case of SMM, they analyze the posts on specific social media platforms based on the suggested niche. Slack bots can also predict engagement success rates by comparing your posts to others, especially the promoted ones. In short, they help create effective and focussed social media campaigns by taking out the guesswork.
Facebook and facial recognition
One of the best AI SMM technologies have been deployed by Facebook to engage and enhance customer interaction. Facial recognition saves time on tagging on the Facebook platform. It is still in the early times, but with facial recognition history, Facebook may use the data to deploy the algorithm to suggest products, offers, and places.
Marketing Automation using text mining
AI’s machine learning technology is enabling text mining and it will be very helpful for marketing automation techniques. Text mining algorithms are meant to analyze both, structured as well as unstructured data, analyze, and predict customer behaviour trends. In turn, this will help marketing automation in terms of hyper-personalization which is lacking in today’s marketing strategies. AI SMM can also predict the correct times for social media posting, and will help reach a diverse audience to create maximum impact of social media marketing campaigns.
Social media marketing automation
There are many tools like Buffer, HootSuite, and Co-schedule that can help you automate social media marketing by scheduling posts for a month or more, depending on your SMM strategy. So, what will take weeks can be achieved in a coupled of hours. However, they will not help with interactions or engagements, and human interaction is necessary.
There are many AI solutions out there, but there is no holistic solution that can serve the purpose. It is necessary to choose wisely and ensure that your choices add value to business. They should be deployed to extract holistic, actionable intelligence for the business and not as a solution to a subset of a marketing process. In the case of social media, they should be capable of uncovering insights and should help build customer-centric social media marketing strategy. Using social media automation tools creatively is the secret sauce that CMO’s need to figure out.
For more help on creating an effective AI-based social media strategy, get in touch with us today.