When Artificial Intelligence and Social Media Marketing Collide

Today’s AI is about new ways of connecting people to computers, people to knowledge, people to the physical world, and people to people.

– Patrick Winston

Artificial Intelligence is seeping into every aspect of life.

Cars can now drive themselves, phones are beginning to understand user preferences better than the users can, nurses are being assisted by robots for heavy lifting and information gathering tasks.

Another area that artificial intelligence is becoming more popular in is marketing.

Different forms of AI are assisting marketers in better understanding consumers and improving the various techniques of connecting with them. This is especially true when it comes to the niche of social media marketing.

The following are just a few ways of how artificial intelligence advanced marketing on social media:

Different forms of AI are assisting marketers in better understanding consumers and improving the various techniques of connecting with them. This is especially true when it comes to the niche of social media marketing.

How Artificial Intelligence Advanced Marketing on Social Media

1. Slack Bots

One of the more laborious tasks for marketers is identifying which content will do well and which content should be highlighted and promoted.

For companies that publish high volumes of content every day, this task is a full-time job.

Only a certain amount of content can be featured and it has to be the best, making for a lot of trial and error.

To remove this guesswork and cut down on the labor, bots have been created that can predict how various content will do and suggest the pieces that should be promoted. To achieve this, they dive into large volumes of data, such as performance metrics and story content.

These bots also have the ability to find similar content, where it is, and how it is doing.

But while the bot is advanced in machine learning on the backend, it is a surprisingly user-friendly chat bot on the front end, allowing users to easily navigate its features and providing them with the information that they need.

And when it comes to results, posts that are powered by the bot are doing about 380 percent better, in terms of clicks, than posts that are based on human-choice.

2. Facial Recognition

At first it seemed like Facebook’s facial recognition tagging function was just a neat tool to impress users with.

Now, however, this facial recognition software seems like it could have a wider range of applications to help with social marketing strategies.

Just as an example, if individuals give consent to have their faces recognized in images by companies, those companies could offer to give them vouchers.

Clothing companies could give vouchers to individuals who wear their clothing in pictures. Restaurants could give vouchers to individuals who take a picture in their restaurant.

The list of possibilities goes on and on for how consumers could be targeted and encouraged to show off their use of various brands.

3. Customer Service

Social media marketers are expected to not only create engaging content, but to also personally engage with consumers.

The second part of this expectation is becoming too heavy a load for them to carry, as consumers want to be communicated with around the clock.

This is where artificial intelligence comes in.

Artificial intelligence, in terms of communication on social media, has the potential to prioritize responses so that the most important, high-profile consumers are served first and the highest needs are also served quickly.

Additionally, artificial intelligence could sort through followers to find the happiest ones, so that social media marketers put their focus on engaging with them.

The opposite of this could also be true, so that unhappy customers could be addressed before they become brand detractors.

Besides sorting through real, human customers, artificial intelligence has the capacity to identify bots that are simply time-wasters and should not be responded to.

On the same token, AI could identify the tools used to send a message so that spam and virus-filled messages could be avoided.

4. Management

Marketers are creatives.

Developing engaging content is what they are best at. Unfortunately, releasing this content can take up a lot of time.

Building schedules, maintaining and curating content, and analyzing content success is necessary, but it can be a drain on resources.

Artificial intelligence has the ability to come in and take over all of these responsibilities, while also analyzing the competition and their content. And the fact is that not only can AI take this load off of marketers’ shoulders, it can also do it better.

By working with machine learning, as well as competitor data and historical marketing performance, artificial intelligence knows what content consumers prefer, when they want to consume it, and so much more, making each and every campaign as effective as possible.

5. More and Better Data

Social media marketing is a lot about listening.

To release a successful marketing campaign, marketers need to know and understand consumers. Collecting, interpreting and understanding data is the only way to accomplish this.

However, with the massive amount of data being uploaded and downloaded every second, this is an impossible task for humans. Enter artificial intelligence.

Currently, marketers can take advantage of data collected on text posted on the various social media platforms.

This provides incredible insight into consumer preferences, feelings and attitudes.

But soon, this same technology will be available for both images and videos. Brands will be able to find their logos in pictures, see who is wearing or using their products, and other valuable insights.

When this information can be gathered, consumers can be clustered, and even more valuable data can be gathered on them, as well as the ability to target them with more personalized marketing efforts.