Artificial Intelligence has revolutionized and
transformed Social Media in many innovative ways.
With around 3 billion people connected to various social
media platforms, they are generating a huge mass of data.
Now the question is, “Why should social media be
concerned about all this data floating around?”
The answer to this question is that this ‘meta –
data’ is of great value to social media platforms.
One reason is that the social networks can keep themselves relevant
with times only if they keep themselves abreast about the needs,
wants and choices of the users from multiple geographical locations.
Another reason is that they get to monetize this information
when they share their platforms with advertisers and marketers.
AI is one single solution for both these scenarios.
The ever-increasing number of social media users is the driving force behind
the marketing and advertising strategies used by the businesses today.
Social media has those capabilities that can be used
by the advertisers and marketers to communicate
and influence customers better than what they
could achieve through the traditional mediums.
On their part, the customers too have started looking at social networks
as valuable sources of information that can be validated and trusted.
As per the Hootsuite online Survey conducted by Harris way back in 2016,
“59 % of Americans who have a social media account
agree that customer service via social media
has made it easier to get questions and concerns resolved.” source: hootsuite.com
Now with Artificial Intelligence (AI) becoming an integral and inseparable part of
social media as well as digital marketing, it is changing the rules of the game.
Businesses cannot afford to ignore the ever appearing
new and innovative trends in modern times.
Social media now is a productive ground for the advertisers and marketers
as it is offering them to use Artificial intelligence to
introduce real-life shopping experiences for their customers.
There are a few areas where Artificial intelligence has already
been helping Social media marketing for quite some time.
AI has successfully been acting as a ‘Social Monitoring Tool’.
The various social monitoring tools help the businesses by tracking and
collecting “Brand Mentions” happening at different social media platforms.
“Social Listening” is one more important concept
that is emerging in the field of marketing.
AI has all the capabilities to help businesses‘listen’
more closely and efficiently to their customers.
The businesses can have a better understanding about the profiles of their
customers by using the data compiled by the “Social Listening” features of AI.
This information can also help the brands to have more knowledge
about the kind of competition that is there in a specific industry.
With all these important pieces of information in place, the businesses
can make relevant improvisations in their marketing strategy.
These “Social Monitoring” and “Social Listening” tools can search and
filter various interactions, taking place on different social networks,
based on keywords, hashtags, location and language.
The businesses can conveniently get a track of this communication on
social media and respond to them in an appropriate and timely manner.
For social media, “Content is the King”.
So it is really crucial that relevant, engaging
and apt content should reach its audience.
AI can help social media and social media marketers, in maintaining this
appropriateness and timeliness in content creation and dissemination.
Artificial intelligence offers a number of features
for different activities important for social media
like Scheduling; Content Curation; Analytics; Monitoring etc.
Artificial intelligence has the ability to help social
media networks in different stages of content management.
Social media is supposed to be a dynamic, vibrant, lively
24/7 platform of social interactions and meetings.
It is really crucial that the content and information
posted on these sites should be always updated.
AI provides the social networks with “Auto Scheduling” feature.
It makes sure that already created and saved posts are automatically
posted so that there are lapses in content scheduling.
“Bulk Scheduling” is another feature of AI that ensures that a
large volume of content is scheduled to be posted at one go.
This tool is a great help in cases when there is a huge bulk of data that is
ready to be posted, but there is no one to do this because of different reasons.
The Bulk scheduler assists by scheduling many posts
at the same and across various social networks.
“Live Video Streaming” is one more feature facilitated by Artificial Intelligence.
AI can resolve a number of video-related problems for social media networks.
For example, it can help by automatically generating clips and checking whether
the video content is appropriate and relevant for the targeted viewers.
Artificial intelligence is developing the capability
to track moving subjects in front of the camera.
AI enabled capturing devices can be optimized to record videos
that would be appropriate and pleasant for the audience.
In addition to “Live Video Streaming”, AI will have
an impact on “Real Time Video Switching” also.
A video switching device is used to choose or
switch between different audio-video sources.
With the aid of artificial intelligence, these devices
will be able to execute real-time video switching
based on the imaging data like facial expressions,
gestures, clothing and color recognition.
Artificial intelligence provides “Social Media Analytics” that deals with
collection, monitoring, and analysis of data extracted from social media platforms.
The aim of this exercise is to facilitate online interactions
between people from various demographic backgrounds.
AI is helping in realizing the concept of “Social Media Intelligence,” which
means making an effort to extract practical and functional information
from various social media platforms consisting of rich contextual settings.
This information can outline solutions and designs
for future improvements in social networks.
“Natural Language Processing” is one of the aspects of artificial
intelligence that aims at bringing the machines at par with humans
in terms of language comprehension and processing.
This can translate into application of AI in areas like transcription,
translation, interpretation, captioning and audio description.
Social media can hugely benefit from this capability of
AI as it is closely related with all these activities.