Will Artificial Intelligence in Social Media Marketing Replace B2B Marketers?
The rift between Mark Zuckerberg and Elon Musk, two of the most influential businessmen of our time, is proof that Artificial Intelligence is no longer just a futuristic concept. Mark Zuckerberg, CEO of Facebook, believes strongly in Artifical Intelligence. His company often releases research papers to showcase the integration of Facebook and AI. On the other hand, Elon Musk, CEO of Telsa and Space X, opined that Mark Zuckerberg’s knowledge of AI is limited. Well, Zuckerberg responded to Elon Musk’s statement leading to a highly-publicized clash of opinions. What we can draw from this rift, however, is that AI will continue to infiltrate our society in a variety of ways. Facebook’s eagerness to harness the power of deep learning is a pointer to the next leap in the social world. Social media marketing will collide with AI? Many marketers already believe that it has.
The Intersecting Point: Social Media Marketing and AI
The rise of social media marketing tools gave marketers the power to scale free-flow communication between brands and their customers. Shortly after, we were introduced to AI—overlapping and intertwining with social media marketing platforms.
Spurred by the need to give customers exactly what they want and when they want it, AI and social media marketing strategy had to intersect and overlap—thus giving marketers the immense power to extract customer data through connected activities.
This intersection of the two marketing concentrations has opened up a whole new mindset regarding marketing campaigns.
Inevitably, with change, comes the fear of the unknown—specifically modern marketers have voiced concerns that new technology would replace the human element of marketing, leaving most of us out of jobs. Yet, this couldn’t be further from the truth. AI empowers social media marketers to do their jobs more efficiently, providing more insight into the successes and failures of campaigns.
Today, marketers are equipped with the ability to recognize user behavior and roles, which helps them target users better. With the help of predictive analytics and AI, social media marketers have successfully made the transition from business-like engagement to a personal relationship building. For instance, guesswork is out of the question when it comes to running social ads. Thanks to Ad-targeting AI scores, the performance of each ad is recorded and analyzed, identifying all the data points that show conversion at its best.
Over-personalization: The Risks of AI and Social Media
As AI quickly intertwines with social marketing, the question of handling personal data has started to become a concern for many social media users. Think about it: As marketers, we know so much about our customers—their buying patterns, their personal connections, demographic information, previous purchase history, their professions, schools, and so on. And while this abundance of information allows us to do our jobs better, one question continues to weigh on us: Do our customers know that this data is so accessible?
In marketing, we’ve been told time and time again that we must personalize our content in order to resonate with our audience. However, in doing this, it’s extremely easy to cross the line. When we hyper-personalized marketing content, it can seem like an intrusion. This can happen even we are experimenting with AI-bots, which are supposed to learn about human interaction and offer more personalized conversations.
One of the biggest examples of personalization going overboard (or hayway) is that of Microsoft’s experiment with AI-Bot. Microsoft launched TAY to the world in 2016. It was supposed to replicate the voice and interests of a teenage girl and was apparently designed to learn human interaction from Twitter through real-time conversations.
The more you chat, the smarter Tay gets: That was what Microsoft intended to make or expected Tay to become. Alas! things fell flat on the face when Tay turned out to be extremely racist and communist over a short period of time. Tay was designed to absorb human sentiment and content, and integrate it in her future musings. But Tay turned out to be devilish before Microsoft chose to shut it down completely.
So, while social media platforms offer unlimited creativity to marketers, they also carry a huge risk of unwanted intrusion. Remember, many of your customers and prospects use these platforms in a social capacity. They don’t necessarily feel comfortable having advertisers and businesses intruding on a space they perceive as highly personal.
For this reason, social media marketing tips will always require human intervention even as AI becomes a major player in the execution of social campaigns.
AI will not replace social media marketers. Rather, it will help marketers leverage the full potential of social media. Click To Tweet
To make our stance clear, we believe social media marketing benefits from the intervention of AI. This new technology can help marketers create a unified customer experience across all platforms. Here’s how:
1. Content Creation
Decades ago, the world of marketing was much slower. Brands would create one or two campaigns every six months. Fast forward to the current date and you’ll notice many brands build more than six campaigns in a single month!
Here’s where AI comes in. AI is helping in streamlining content creation and research processes. Search engines like Google have already started incorporating basic extractive summary and are capable of answering fact-based or keyword-based questions. As AI intervenes into the content world, newer NLP platforms (Natural Language Processing Platforms) are helping content marketers create sensible contents for open-domain questions like ‘what is the future of AI?’.
Over time, AI-tools start picking up the correct arrangement of sentences to form meaningful articles. For instance, the earning reports of Forbes are actually written by a bot that is fed data and all the requisite information. Here is a sample below.
Bots may still have a long way to go to provide the humane-touch in content (like triggering human emotions), but for now, AI is making content creating a smoother run than ever.
2. Content Optimization
Content marketing requires constant attention to keep an audience hooked—AI can ease this burden. Let’s look at an example: Using AI, The New York Times built an intelligent bot that uses story engagement data to help the content team identify which stories to focus on or promote on any given day. This not only allows for data-driven decision making, but it also saves the marketing team valuable time and energy.
3. Influencer Marketing
Influencer marketing is more like the next step to word-of-mouth buying. When you have a key leader or a public figure spreading out your brand’s message to a larger mass, your outreach automatically expands and your brand comes directly under the spotlight. Influencer marketing, for all the obvious reasons, works simultaneously with social media marketing plan and content marketing. Every influencer or leader has a social credibility that can work in your brand’s favor. Then comes the content element – when these influencers who have the power to bend your target consumers’ buying decisions, they start creating content for themselves; a content that promotes and aligns with their personalities and also with the brand.
Marketing methodologies have evolved. Brands place more importance on building a positive online and social presence. As a result, most brands have learned to be conscious of any influencers or outside personalities associated with their company.
Unfortunately, identifying high-quality influencers can take a significant amount of time and energy. Plus, even if an influencer appears to be a great fit, it’s hard to predict human behavior and understand exactly how your audience will respond to something.
Here’s where AI can help—new technologies are able to crawl social media sites and gauge how well a certain person or profile aligns with your wants and needs. Brands always look for influencers who fit perfectly with their business’s DNA. And this consciousness is clubbed with a predictive quality due to which brands are employing more and more AI tools so that this brand-to-influencer match is stronger and related. For instance, Insightpool is one such platform that skims through over 600 million social profiles of influencers that are a fit for a brand. Here is one such case study published by Holmes Report, where Insightpool rated the best performing PR firms on social media.
Social media marketers are no way handing over program management to AI completely. Rather, they are adopting highly intelligent tools to add more value to their current social media marketing strategy.
Apply the strategies mentioned in this article to boost your social media marketing strategy and further your marketing initiatives.