3 Ways Artificial Intelligence Is Transforming Social Media Marketing
Updated: Apr 4
By predicting patterns in social media data, artificial intelligence is helping social media marketers improve customer engagement
Marketers are relying more on data now than ever before, and artificial intelligence (AI) is helping them make more sense of it. Its impact on data gathered from social media is a prime example. When you think about it, this makes sense.
With social media, gathering consumer data is just a matter of a few clicks. It’s more accessible. And we have a lot of it. Every like, tweet, comment, or share on social media helps marketers know customers better. However, predicting patterns in this colossal amount of data is still a challenge.
To illustrate, consider that a post on your Facebook Page receives more than 500 comments. To monitor consumer engagement, you might have to go through each comment – a highly inefficient process. Lately, marketers are turning to artificial intelligence to gain more actionable insights into this data. Statistics on Forbes predict that investments in artificial intelligence might grow by 300% this year.
1. Customer Service
Before artificial intelligence became a thing, customer service was only limited to human interactions. Representatives are supposed to be available 24/7 but that convenience comes with frustrations, as well. Nowadays, people are more than likely to share their anger online. According to statistics on Zendesk, 45% of customers share bad customer service experiences on social media.
Lately, businesses are relying on AI driven solutions to provide a better experience for customers. To illustrate, consider a chatbot, a form of artificial intelligence and automated chat based interface, which interacts with clients. It can be hosted on most major chat platforms like Facebook.
As an example, consider the Messenger from chatbots which makes it easier for customers to listen to and share their favorite music directly in their chats.
The trend seems to be taking off, too. Gartner predicts that AI will power of 85% customer interactions by 2020.
2. Content Optimization
We are producing online content at an astounding rate. Content optimization ensures that search engines find this content, however search engines are smarter now. They can spot relevant content from fluff. As an example, consider RankBrain – a machine learning algorithm that Google uses to better understand the intent behind the words people type into its search engine.
However, considering that we are producing a ridiculous amount of content just to be visible, it’s becoming harder for marketers to stay relevant. Content, especially on social media, needs to be amplified. It needs to be shared to as many people as possible. But not every blog post, news piece, or announcement will receive the exposure that marketers need to stay visible at all times.
Now that’s all changing. Lately, some brands are using the power of AI to automate the optimization process. To illustrate, consider the Blossom app from The New York Times. It works within Slack and determines which of the news agency’s 300 stories, which they have at any given time, deserves being promoted.
3. Image Recognition
A picture may be worth a thousand words but in social media, it can be worth a thousand likes and shares. However, not all images include the necessary hashtags or textual references necessary for search engines to find.
Artificial intelligence may be the answer, particularly in image recognition. A recent example of this technology is Apple’s new facial recognition unlock feature in the recently released iPhone 8 and X.
Social media is still a long way from technologies that can intelligently identify images. For now, marketers will have to rely on tools that bring them close to this reality. For example, there is MetaEyes, an AI program from Instagram that allows marketers to make their images more intelligent.
If the trends listed above teach us anything it is this; by automating the promotion of shareable content and customer service, artificial intelligence is already transforming the way we socialize on the web.