The effect of Artificial Intelligence on Social Media
Isabella Ava / May 1, 2019 | 5 Mins Read
As technology enhances, a series of tools are being implemented in the competition to win customers on social media. AI is seeping its move into the user experience on social platforms, designing a better journey for users in the process.
We live in an era where information is just a click away. We are influenced by it and want to share our thoughts about it. This is where social media enters. Social media is a part of our day-to-day life that can’t be ignored. It has both positive and negative effects.
Most of us are addicted to many social media platforms like Facebook, Twitter, Instagram, etc. and it is considered odd not to be connected. Social media has grown to become a large platform for entrepreneurs, businesses, organizations and various other professionals who seek identification and recognition at a moderate cost.
In order to succeed, businesses and organizations opt for Artificial Intelligence which is becoming more and more common in today’s world and social media seems to be doing the same.
With the growing technology, a wide variety of tools are being used in order to target the right audience on social media. And AI is creating a better journey for users by developing a better user experience on social platforms. Here’s how AI is transforming Social Media:
Chatbots have benefited sponsors on social websites in various ways. They have reduced the assumptions which makes the process much more effective. They have helped marketers to analyze thoroughly and engage with their customers based on their interests. Many organizations underestimate the ability of chatbots.
Instead, these are very helpful and have much power in the marketing strategy. In addition to this, bots compare posts on social media platforms and help marketers choose reliable practices to attract the right customers.
2. Optimizing content for Social sites:
Content plays a crucial role in increasing sales and brand awareness and can be created by virtual assistants or chatbots as well. This includes content like interviews, headlines, webinars, etc. and Artificial Intelligence-based systems are helping marketers to optimize their content. This means, understanding the interests of the audience, the strengths, and weaknesses of other marketers and the various trends on social media.
3. Predicting the Outgrowth:
The different queries related to the brands are managed using machine learning algorithms and software. When a user shares his/her opinion in the form of a comment or via email, the AI mechanism is used to automatically reply to the user regarding his concern.
Also, various algorithms are developed which can sort requests or suggestions. AI systems classify each request and evaluate them as a suggestion, complaint or a query. With the help of these automated techniques, marketers can handle the circumstances in a smart and stabilized way.
4. Enrichment of influencer strategies used by marketers:
Influencer marketing strategies increase organic reach and boost social media ROI. It is popular in the industry as this technique uses prominent social site users to promote brands. Though it is an effective marketing tool, the maximum gain can be seen only if it is used right.
Marketers rely on Artificial Intelligence to choose the right influencers to promote their products as there are many influencers on the social media network. Hence, choosing the right influencer who is ideal for advertising the brand is necessary and Machine Intelligence helps in doing so.
5. Satisfactory Customer Service:
The main goal of any organization is customer satisfaction. Research has shown that about 60% of the organization’s priority is customer satisfaction. In order to gain high satisfaction amongst customers, organizations are striving to enhance their customer service. With the advancement of Artificial Intelligence in marketing, organizations can now deliver high-grade services to their customers.
6. Improving user experience in social media platforms:
Around 2.8 billion people use various social media platforms today and these platforms are in competition with one another. With the increasing use of social media and new users every single day, it becomes difficult to process the large unorganized data that comes along. Hence, top social media sites like Twitter, Facebook, Instagram, etc take the help of Artificial Intelligence.
Twitter is using AI to monitor the topics that are presently trending and determine the ranking of tags. It is also trying to rank the tweets in order of relevance rather thank ranking them chronologically. This helps in improving the navigation of the platform.
Facebook uses AI to analyze the activity of a user and utilizes it to improve user experience. The various algorithms used to track the comments on various posts and use them to rank at the top of the news feed of the user. Also, face recognition is used in Facebook which enables users to tag photos and find others using location or any other information.
Recently, Instagram had made an announcement that their mobile application is being enhanced with advanced features that help visually impaired people. Furthermore, it also began using a new AI technology which is able to detect bullying in photos.
7. Improvement in the social listening process:
The process of tracing conversations based on particular words, brands or phrases is referred to as social listening. The data gathered by tracing is used to write articles that are targeted to specific customers or find job opportunities on social media platforms. Social listening enables marketers to interact with customers effectively and design campaigns which attract them.
8. Image Recognition in marketing:
As the use of Artificial intelligence is growing in advertising on social media, pictures have found a new purpose. The technology has allowed marketers to effectively use images which boost the rates of engagement. Furthermore, image recognition is used by marketers to determine the behavior of the customer.
9. Growth of competitor analysis:
Analyzing the social profiles of competitors manually is time taking. The AI-based analysis focuses on accuracy and is time-saving. It also gives an idea of various other aspects like sales. It is nearly impossible to analyze such data using traditional methods.
10. Social sentiment analysis:
A viable analysis of brands can be formed with constant social media analysis. The posts are analyzed and determined whether the particular post has a positive or negative impact on the users. This is known as sentiment analysis. Twitter, the most popular social media site uses python to conduct sentiment analysis. Yet, tracking and analyzing the ads and posts on these social media platforms can be difficult. AI has made it easier to analyze and track such tasks and in turn, saves a lot of time and effort.
The effect of Artificial Intelligence is all around the world. We interact with AI technology every single day from smartphones to social media sites. Marketers who use AI tools have an immense competitive advantage over the ones who do not utilize this technology. Hence, AI in social media not only increases the revenue of an organization, but it also provides a safer environment to its users.
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Isabella Ava is a Content Manager at GreyCampus with four years of rich experience on developing content for professional certification courses like AIML, PMP- Project Management Professional, PMI-ACP, Prince2, Python, Ruby, and Six Sigma.