The marketing projects, which revolve around social media platforms often, involve a detailed study of user-profiles, interests, age groups, gender, and the like. This requires a comprehensive collection and organizing procedures for the necessary and relevant data.
This essentially means that the entire set of procedures should be automated. Intelligent systems with smart learning algorithms have started emerging all around the globe. Terms like Machine learning, Artificial Intelligence, NLP (Natural Language Processing), etc. have become common topics of discussions.
Until late, the data extraction and analysis from social media platforms were not much effective or efficient except on an A/B testing basis. But with the advent of clever and efficient ML algorithms, a far higher feat is achievable now.
By enhancing the relevance and resonance of digital content and imagery, achieved by employing a comprehensive and targeted approach, the AI boosts chances of getting a better lead conversion.
Machine learning in digital media is applied over a number of areas that require intelligent decision-making backed with relevant, sufficient data. Below we will let you know how brands can use AI, ML and NLP in their social media marketing strategy.
1. Web Content Optimization
Computers have started becoming great writers of rich content. Yes, you heard it right; it just needs a human friend to proofread it. As electronic brains can quickly ID and fetch relevant data from an endless array of resources, it just needs efficient logic and algorithms to perform a comprehensive and meaningful data collection.
AI can also be employed to aid in optimizing content written by humans by including the hottest keywords, external links, and other relevant information.
AI in social media is widely used for content optimization and is one of the top ways to boost your social media marketing strategy. How?
AI can help you:
- Rank your web pages, blogs, or any other online content
- Identify where your content strategy needs improvement
- Improve existing content effectively
- Ensure all content published online is comprehensive
But, is this really possible and feasible?
OpenAI, a non-profit AI research company, in early 2019, backed by Peter Thiel, Elon Musk, and Reid Hoffman, had announced that they built an AI model called GPT-2. The model could write coherent paragraphs of text at scale and it learned how to write efficiently through the process of analyzing 8 million web pages.
2. Email Optimization
Email marketing is a wonderful area where AI can be a great aid. Finding relevant content and organizing them into beautiful patterns and templates can all be easily handled by smart machines. Segregation and grouping of mailing lists and their customization are also important areas that require complex thought.
For example, let’s say you are one of those people who open their emails early in the morning. This information will be processed by an AI tool/machine. Like a marketing project management software, and it will ensure that you receive emails in the morning.
Similarly, there could be other people who prefer to get their emails at other times of the day. So, for them, AI helps to figure out when and what each customer would like to receive in their inbox.
3. Behavioural Analysis
One of the major areas covered in social media marketing is studying the interests of the people. The market has never been more dynamic in the history of humankind than it is now.
The latest trends spread within seconds through digital media across the globe. It is, therefore, necessary to get a real-time understanding of the voice of the market in order to provide great customer service.
There are a number of approaches to collect and identify the relevant data of consumers. Just like getting a sum of opinions from the disenfranchised group and getting specific and targeted inputs from the influencers. Gaining a thorough grip of the algorithms in the market can help the marketer outsmart the other participants and take a leap.
Future of Social Media Marketing: Is Social Media AI Here to Stay?
The idea of machines taking up the human jobs might not look pretty, but AI and Machine learning are here and it is happening. The whole idea of EQ and critical thinking by humans being the core of marketing strategies is slowly fading. The machines are also fast learners now, and making better judgment and decisions is just as easy for them. The change is on the horizon
