How AI is Strengthening Social Strategies
Increasingly, businesses are exploring the role artificial intelligence (AI) can play in their social media strategies to help manage social processes while optimising their social presence and return on investment (ROI).
With artificial intelligence (AI) tipped as having the potential to become the defining technology of the 21st century and with the number of people worldwide using social media now hitting 4.2 billion, is it surprising that these powerhouse digital advances are teaming up?
The widespread uptake of AI due to remote working in the past year is helping to shift the technology’s position in business. Today, AI is developing its reputation as a helpful, resourcing-saving and lead-generating tool too!
AI is enhancing and supporting social strategies for brands throughout industry. As a result, the technology has the potential to become a leading future marketplace. AI innovation in the social landscape is focusing on customer experience and relevant targeting to up conversion rates and ROI.
Let’s take a look at how social and AI are building a closer digital partnership in 2021 that enables brands to:
Part of AI’s potential and possibility is its ability to explore questions, comments and conversations to understand the tonal variations and, therefore, the nature of the language inputted by a user. This is called Natural Language Processing (NLP).
Picking up on these cues allows brands to better understand how a user feels regarding the brand, service, or particular product. NLP can help locate and communicate positive or negative sentiments contained within social media content.
Understand User Behaviour and Identify Patterns
AI is all about finding out our decision-making routes and then automating learned behaviours. When a user likes, shares, follows and comments on social media content, we, the humans behind the brand, respond. And AI is capturing our responses to decode what we want the algorithm to do next with that information and the path that it should follow.
Brands that adopt AI across their social media platforms can utilise image recognition software and tools. Powered by AI, these solutions recognise and gather various images that can then be processed to identify changes in how users are accessing, interacting and behaving online.
AI chatbots enable brands to remain responsive even if their workforce is running on limited numbers. Popular among startups and SMEs, AI-enabled chatbots engage in conversation and answer queries quickly by understanding the intent of the user’s query.
Thanks to AI technology, brands can outsource this element of customer service without damaging the quality or timeliness of their feedback and support.
Social media channels are a crucial component of a brand’s digital marketing strategy. Social activities are often a labour of love that takes endless hours of content creation, community-building and interaction to generate interest and ongoing growth.
If hackers gain access to your data and engage in malicious activities on your account, this may prompt algorithmic changes that negatively impact your presence and social success.
Implementing AI into your social media means you can activate a number of features such as user authentication, pattern detection and fraud prevention to protect your brand’s privacy and data.
AI and Social: The Growing Partnership
Adopting AI in social media strategies is about doing more with less. It’s about becoming more efficient and productive as your business grows while remaining understanding, knowledgeable and responsive.
For more info on how AI can support your social media strategies, contact us today.