The artificial intelligence on social media

Innovation in the future will be driven by applying a layer of AI to our everyday tasks. But AI is not going to arrive with a thud, but instead will sneak into our lives in thousand of small ways.

Begins "The Age of Assistance" and companies will differentiate themselves by how cleverly they apply layers of AI to make their customer experience more exciting and even entertaining.

Some areas of social media marketing being impacted by AI.

"20 years back the average brand would do one campaign every six months and now they do six campaigns a month. That's a lot of content. We're seeing interesting applications of AI being used in content creation." said Lux Narayan, CEO of Unmetric, an AI-powered social media metrics company. An example is Twizoo, a social content platform that uses artificial intelligence to automatically discover and display user generated social media content across a brand’s website.

The consumer intelligence can be used filtering out signals from noise and finding interesting relevant signals for a brand. We're seeing interesting things happening in the chatbot space - used for the customer service - where it's either a machine replacing or augmenting what a human is doing.

Brands need to have more intelligence into how they associate with certain influencers, an example is InsightPool, a platform that searches through more than 600 million influencers across the social media spectrum to find the influencers who fit a brand’s unique characteristics, personality and goals.

About content optimization Narayan observes, "Social has a lot of amplification data. The New York Times does something interesting with it.They internally built an app that they call Blossom that works within Slack. It's an intelligent bot that uses story engagement data to help them decide which of the 300 odd stories they have in a given day deserves promotion or a higher amount of focus.”

Social media marketers won’t be completely turning over program management to machines any time soon, but with the advent of tools like those described above, they can begin to get a lot smarter about how they add value within the marketing mix.

With privacy concerns at an all-time high, B2B marketers using AI-enabled SMMs will have to walk a fine line between intrusiveness and relevance while crafting personalized content.

How marketers can harness the power of AI now?

However, as essential as artificial intelligence will become, human intelligence is still paramount. The use of AI in marketing is mostly about increasing personalization, which marketers can get a head-start on by adopting some tried-and-true strategies.

It will take time (if ever) to replace authentic human connections between brands and customers. AI tools are improving to the point where software, all by itself, will successfully forge strong bonds with buyers. But for now, it’s up to B2B marketers to do all that’s necessary to reach out to leads organically and create conversions and loyalty through personal involvement.

Let me know what you think about the AI on social media and share the tools that you have discovered created by artificial intelligence.