AI in Social Media Marketing: Strategies and Tools for Success

Introduction

With stark increases in data, the need for AI has risen tremendously. This is extremely notable in the use of AI in Marketing. Today, every social media platform uses AI in some sort of form. Social media generates overwhelming amounts of data. Marketers can use AI to analyze this data and make changes accordingly. AI can also automate certain tasks, allowing marketers to focus on the creative part of the campaigns. AI can help with content curation, social listening, sentiment analysis, and chatbots. By using AI effectively, marketers are able to improve brand awareness and customer acquisition. The question is if we as consumers are aware of if and how our consumer behavior is influenced and if we even care about it. After reading this blog, everybody should be able to answer.

"AI isn’t just the future of marketing, it’s the present. From social media monitoring to content creation, AI is already playing a significant role in shaping the way brands engage with their audience. The key is to embrace AI as a tool that enhances our human capabilities, not a replacement for them. By combining the power of AI with human creativity and insight, we can create more effective and engaging social media strategies that build meaningful connections with our customers." - Christopher Penn, an AI expert and Co-Founder of Trust Insights

AI-Powered Tools and Platforms

Social Media Post Scheduling

Several tools can be used to determine the optimal posting schedules. These tools can also assist with managing multiple social media accounts at the same time and scheduling posts in advance. It is extremely important to be consistent throughout all marketing channels, which is why a one-centered platform to manage a campaign can be extremely useful. By planning posts in advance, marketers are able to ensure a steady stream of content to the consumer.

Buffer

Buffer is a social media management platform that allows users to schedule posts on different platforms. Based on previously collected data, it uses an AI-driven algorithm to determine optimal posting times for all the different posts. Furthermore, users can additionally analyze their posts' performance.

Hootsuite

Hootsuite is very similar to Buffer. However, Hootsuite supports different social media platforms. For instance, YouTube can only be used with Hootsuite, but not Buffer. Moreover, Hootsuite offers social media listening features, which allows brands to track their reputation across different social media platforms.

Content Curation

AI-assisted content discovery tools can analyze users' behaviors and preferences. It uses this data to suggest the marketer with relevant content for a brand to share across its platforms. This allows marketers to discover new content to post on their platforms more frequently. By identifying trends early, brands are able to increase their popularity and following.

DrumUp

DrumUp uses AI to suggest content based on users' behavior and preferences. It is able to recommend content in real time. It allows users to schedule social media posts and provides analytics to track the performance of the post.

Anders Pink

Anders Pink gives users the ability to create custom content feeds based on their interests and preferences. With this information, the engine is able to give the user the ability to discover related content faster. Anders Pink is also compatible with other social media planning tools, such as Hootsuite and Buffer.

Social Listening and Sentiment Analysis

These tools use machine learning algorithms to monitor and analyze the brand's mentions and sentiments across social media platforms, so the marketer is able to understand the consumer's perception of their brand. With this in mind, they can create better social media campaigns in the future by targeting areas where the brand may be falling short.

Brandwatch

Brandwatch uses Ai to track and analyze brand mentions and sentiment across different social media platforms. It offers real-time monitoring, helps with identifying influencers, and analyzes social media trends. Brandwatch is compatible with both Hootsuite and Sprout Social.

Sprout Social

This platform offers social listening and sentiment analysis. But it also offers post-scheduling, content creation, and analytic tools. Sprout Social is a very comprehensive social media management platform.

Case Study: Unilever

In response to the pandemic, Unilever launched the campaign #UnitedWeStand. The campaign's goal was to spread positivity throughout social media in a time of crisis. The campaign used AI to respond to user-generated content, and by analyzing current trends across social media, Unilever was able to respond with personalized videos. The personalized videos were shared across Unilever's social media accounts. The campaign was a success, leading to increased brand awareness.

Case Study: Coca-Cola

Coca-Cola used AI-powered chatbots for customer service and engagement across its social media platforms. The chatbots offered real-time interactions and provided assistance to their consumers. They were also able to provide recommendations and suggestions based on customers' preferences, and the use of chatbots enhanced their customer's experience. This led to increases in customer satisfaction and loyalty.

Challenges

There are two main challenges when it comes to utilizing AI effectively on social media. The first one has been up for discussion for a while. Data privacy concerns have arisen rapidly lately. Brands must be transparent with their customers about how their data is used and stored. Secondly, it is important for brands not to lose their human touch. A chatbot answering customer questions is different than people doing it. Although it is a lot more convenient, authentic human content is very important to any social media account. You can't just streamline social media posting entirely. Over-reliance on AI can lead to a disconnect between the brand and its customers.