AI in Social Media – how to use its power?

Since the advent of GPT Chat in late 2022, marketers and content creators have immediately recognized its potential. No one is surprised by the revolutionary impact of artificial intelligence (AI) on the marketing industry. In January 2024, the Foundation Marketing team conducted a survey in which more than 84% of leaders, managers, experts and professionals confirmed using AI in their work.

Social media and artificial intelligence are technologies that have revolutionized not only our lives and work but also the marketing industry. The integration of artificial intelligence into social media has changed the way companies and individuals communicate and engage online. Thanks to AI, social media has transformed into a constantly self-improving ecosystem where advanced algorithms analyze vast amounts of data, predict user behaviour, and automate processes. Read below to learn how to realize the full potential of AI in Social Media.

What is artificial intelligence for social media marketing?

Artificial intelligence (AI) for social media marketing refers to the use of advanced AI technologies to automate and improve various aspects of marketing efforts on platforms such as Facebook, Instagram, and Twitter, among others.

When you browse social media, your feed is filled with content that matches your preferences – a result of AI that improves the user experience and helps brands better target their audience, saving time and resources. AI analyzes vast amounts of data, predicting user behaviour and optimizing content to perfectly match individual audience interests. Marketers can thus generate even more engaging content, monitor trends or manage advertising campaigns.

How can artificial intelligence be used in social media?

Artificial intelligence is being used very widely in marketing. For social media, these functions are developing into multiple use cases, making marketing more effective. AI tools can be used for a wide range of tasks, such as:

Content ideas—Modern artificial intelligence tools for social media content creation can significantly support the development of ideas tailored to the target audience. Enter keywords or topics, and advanced generative algorithms will create innovative concepts for articles, blog posts, infographics, and videos that are aligned with current industry trends. In addition, AI tools can create visualizations and presentations of campaign ideas, providing an excellent opportunity to gather feedback and refine concepts before implementation. Which tools to use?

• Rytr is a tool that uses artificial intelligence to generate original and compelling content for various use cases and tones.
• Anyword is an AI tool that generates high-quality content and text for various use cases, such as ad text, blog posts, emails and more.

Creating and editing images and videos – quickly sourcing the perfect graphics is often challenging for social media managers, who must create visuals that align with brand aesthetics and adapt them to different platforms. Fortunately, artificial intelligence tools have advanced enough to generate custom visualizations, transforming simple ideas into compelling images.

• Midjourney is an AI tool for generating images based on typed text commands (keywords).
• DALL-E is an AI system developed by OpenAI that generates images and graphics based on user-entered text descriptions.

Ad management – artificial intelligence is key in optimizing social media advertising campaigns. AI can help you target ads more precisely, set rates, manage budgets and A/B test variations. With AI tools, you will also find effective ad creatives and be able to monitor campaign performance quickly.

Customer service – AI-based chatbots are revolutionizing customer service on social media. Modern AI models enable conversations to be conducted in a conversational tone and answer questions quickly, improving with each conversation. This allows companies to delegate routine inquiries to AI, allowing human agents to focus on more complex issues.

Visual and Voice Recognition: AI technologies such as visual and voice recognition make it easier to categorize images and activate voice commands. These innovations improve the interactivity and accessibility of social media platforms.

.. and much more

The benefits of using AI

Artificial intelligence in social media not only streamlines daily operations but also contributes to a more efficient and personalized approach to marketing. What are the advantages of implementing AI?

Increased accuracy – AI tools provide precise data and analysis that will allow you to target more accurately and improve the results of your campaigns. With advanced data analysis, companies can make more informed decisions, leading to higher ROIs.

Save time—Artificial intelligence significantly speeds up and automates routine tasks such as content creation, post-scheduling, and customer service management. This allows you to focus on strategy development and innovation instead of wasting time on tedious and boring processes.

Personalizing the experience – AI enables you to better understand your customers’ needs and preferences by creating fast and deep data analysis. Once you analyze the collected data and draw conclusions, you can create more personalized and relevant experiences that meet your audience’s expectations and increase engagement.

Increase creativity—Artificial intelligence-based tools support creativity by accelerating the generation of new ideas and concepts. They also make it possible to quickly test different variants of marketing campaigns, leading to more innovative and effective social media activities.

They can also be used to test different variations of marketing campaigns.

Increase Reach—Thanks to AI tools implemented on social media platforms, we can expand our delineated target groups with suggestions from the AI side. This will allow you to reach potentially interested users.

Cost savings—By automating processes, AI allows for significant cost savings in content creation and campaign optimization. Reduced manual work and time savings translate into reduced financial resource use.

Cost savings.

Artificial intelligence, while bringing many benefits, poses several significant challenges for companies:

• Disinformation – AI can generate inaccurate or false information. It is important that, after all, you carefully check the facts and verify content before publishing to avoid misinformation.
• Compliance—The newness and continuous improvement of AI technology require consultation with the legal department to avoid legal violations and conflicts of interest.
• Data privacy – AI algorithms process your customers’ data, which may pose privacy risks. You must ensure that your customers’ data is adequately protected and that you comply with the privacy policy.
• Stroneness—Unfortunately, AI can replicate human biases and stereotypes. Deeply and critically analyze generated content to avoid bias and ensure alignment with brand values.
• Legal and ethical issues – AI can lead to legal and ethical issues, such as the use of sensitive data or the manipulation of user behaviour.

How to avoid slip-ups

• Verify content: Diligently check any AI-generated content before publishing it. Do they contain truthful information? Is the content written in the right tone? Are they not monotonous and too generic?”
• Monitor feedback: Continuously observe user reactions to AI-generated content. Be ready to make quick corrections in case of negative reactions or misunderstandings.
• Check compliance and data privacy: Before implementing AI solutions, consult with your legal department. This will ensure that the content you generate and publish complies with current regulations in your country.

Summary

Artificial intelligence is revolutionizing social media, offering new opportunities for customer research, content personalization and service. Its implementation will allow you to create more engaging content, provide more effective customer service and better tailor actions to your audience. AI is constantly learning and improving and bringing new innovations to social media marketing, from predictive analytics to content personalization. Integrating AI into your social media strategy will give you a competitive edge, increase the effectiveness of your marketing efforts, and uncover more and more application opportunities for you every day.