What’s happening today in artificial intelligence was unimaginable just a few years ago. It’s no wonder companies have been quick to put it to use in their social media where they can. By leveraging AI for tasks like influencer identification and ad optimization, marketers are saving time and resources. They are also delivering more personalized and impactful social experiences within their brands’ social media.
The power of AI:
- It enables content creation through ChatGPT, Hootsuite and other tools.
- AI-powered tools provide sentiment analysis to detect positive or negative sentiment in text data.
- AI chatbots offer cost-effective customer service at any time.
How AI Is Helping Brands Build a Social Media Presence
Artificial intelligence is rapidly transforming the social media landscape, in doing so helping smaller brands compete with bigger ones. This is thanks to an array of powerful, low-cost tools that can enhance how businesses engage with audiences. When it helps them manage content, it is enabling them to reach prospective customers and clients. By tracking your performance through AI, you are not only discovering vulnerabilities in your branding, but what steps you need to take to improve it.
When AI Is Unreliable: Be Wary of Its Limitations
Just remember that social media can be used against you, too, as McDonald’s found out last year. When the company tried using AI to field drive through orders, the embarrassing results were what went viral instead. Meanwhile, an AI-created image in a major toy store’s ad got attention for being more off-putting than endearing. There are many other examples of brands overestimating the capabilities of AI.
The bottom line is this: The information AI provides can still be unreliable. What marketers can do is leverage its uses to expand their ability to connect in the digital age, rather than stifle their own growth by becoming over-reliant on it.
Social Media Dos and Don’ts: Avoid These Common AI Pitfalls
From automating content creation to monitoring brand sentiment in real time, AI is enabling marketers to operate more efficiently and make data-driven decisions at scale. It’s also tripping some brands up without their awareness. Here’s what to do and what to avoid in key areas where AI can be of use to your social media activity:
Content Generation
AI tools like ChatGPT and Canva may assist on occasion in crafting engaging posts and captions. But the heart of the content still needs to come from actual humans tailoring it to specific audiences and platforms.
Do: Use AI sparingly to draft content ideas, and always personalize them to align with your brand voice before publishing.
Don’t: Never rely entirely on AI-generated text or visuals without human oversight. Trust us; it will sound generic or off-brand.
Post Scheduling
If AI can determine the optimal posting times based on user engagement patterns, why not leverage that ability to maximize your reach? Just be sure to conduct your own tests and refine your scheduling based on actual performance.
Do: Let AI analyze past engagement data to suggest optimal times to post on your socials.
Don’t: Don’t get too comfy. You still need to be involved in the process. Audience behavior can change, and stale patterns may underperform compared to what a team member could accomplish.
Social Analysis
Some analysis is necessary to check your work and be sure you’re on the right track. AI can help you track brand mentions, competitor activities, and consumer sentiment across social channels, providing real-time insights into public perception.
Do: Set clear parameters for your social listening tools – for instance, through smart keywords and sentiment filters – to get focused, actionable insights.
Don’t: If you’re not careful, AI may misread sarcasm or cultural nuance in social posts. Don’t ignore qualitative context in your analysis.
Influencer Identification
Like it or not, influencers are still invaluable in growing brands. AI can help you evaluate certain influencers’ engagement metrics and authenticity, helping your brand select the right partners for campaigns.
Do: Feel free to combine AI insights on audience engagement as you vet your options. It might help you find someone aligned with your brand’s true values.
Don’t: Avoid picking influencers based on follower counts alone. Technology may highlight high numbers, but it might overlook fake engagement or a poor reputation.
Customer Service
Now that AI-powered chatbots are being used to provide 24/7 support on social media, customer inquiries and issues can be addressed promptly. Go ahead and benefit from them if it gives your customers fast, dependable support.
Do: Consider it a way to respond to certain queries correctly, as long as more nuanced help is provided by humans.
Don’t: Chatbots should not handle every interaction. Avoid over-automation that will frustrate and turn off users.
Connections Marketing Will Help You Improve Your Conversion Rates
Connections Marketing is ready to handle all of your social media needs. Because we are experts in the intersection of AI and social media, we can help you determine whether AI is helping or hurting your prospects. Most of all, we provide specialists to do the digital marketing work that AI can’t.
Reach out to Connections Marketing for a free consultation today!