As social media continues to dominate every aspect of our lives, businesses are vying to integrate their social media marketing efforts to boost lead generation, customer engagement, referral traffic, and in turn revenue. Although, given the unbridled amount of social data, rapidly growing new services through social channels and hosts of influencers, marketers are overwhelmed. They are therefore seeking to explore options like machine learning and artificial intelligence (AI) to fully realize the potential of social media.
In fact, it is estimated that there will be 300% increase in AI investments in business across sectors this year compared to the last. The same report also highlights the fact that AI will help bridge the gap between insights and action driving faster and better business decisions in product management, ecommerce and marketing.
Let’s see how AI is being integrated into social media
We all have conversed with Siri, Google assistant, Alexa or Cortana and found it amusing the way they recognize and respond to voice commands. In fact, big league industry players believe that talking to AI will become dominant way of interacting with devices. AI has the ability to mine a huge amount of data extract deeper meaning and provide more meaningful, intelligent and accurate results/insights and put them in action.
To take advantage of the power of AI many social networking sites have implemented AI to boost functionality and user engagement. For instance, LinkedIn invested in Bright – this mines users’ work experience, companies hiring patterns and similarities in job descriptions and provides accurate and relevant matches for both job seekers as well as employers.
On the other hand, Facebook launched a dedicated AI research lab. Facebook CEO Mark Zuckerberg announced that the “goal is to build AI systems that are better than humans at our primary senses: vision, listening, etc”. The rate at which the research and development team is working Facebook may soon be able to sense you better than your friends.
Facebook is using AI to help businesses kick start conversation with their consumers to manage crisis or provide quick customer service. They also use these algorithms to offer real-time deals or discount as incentives to users who use the check-in feature, helping brands to track their consumer traffic and interests.
How can marketers take advantage of this trend?
Sentiment analysis and individual profiling or understanding consumer persona offer incredible insights into how well your brand is communicating its message across channels. Social listening and analytics offer marketers enough arsenal that allow them to fine tune their marketing to better reach and engage target audience. Now, if you combine profiling, channel and sentiment analytics with AI it will not only help you better understand and target leads but also translate those insights into productive actions leading to better engagement.
Merging AI with social media marketing has the potential to take immense pressure off the marketers allowing them to better focus on planning, curing and creating better content that audience wish to see, ensuring superior performance and maximized ROI.
As AI continues to pick up steam, this is the right time to leverage this trend and gain an early movers advantage. To know more how to get started on this, connect with us.