Artificial Intelligence in Social Media: Impact and Outcomes

Artificial Intelligence in Social Media: Impact and Outcomes Facebook’s AI tool known as Deep Text continuously works on monitoring data such as posts and comments that are generated on the platform. Deep Text uses the ways in which people interact (different languages, abbreviations, slangs, exclamation marks, etc.) in order to perceive the context. On the other hand, Twitter uses Artificial Intelligence to give tweet recommendations to its users. While Twitter uses Natural Language Processing (NLP) and IBM Watson for analyzing messages, SnapChat uses Augmented Reality and Machine Learning model for superimposing animation on short videos. Instagram, yet another popular social media platform uses Artificial Intelligence and Big data for better user experience and to significantly boost target advertising results.

Let’s see how AI is working in line with social media.

AI, Social Media, and Sales Business understands the amount of time people spend on social media. As per the estimate of 2020, on an average people spend approximately 145 minutes every day, which translates to around 16 hours every week on social media.

Now considering the increase in social media usage during weekends, it is safe to assume that people spend 20+ hours every week. And the first rule of business says that the services should be available at ‘right time, right place, and right price. Leveraging the potential of Social media, businesses are devising strategies to boost sales and increase their profitability. Here are the ways in which businesses are using AI to boost sales through Social media

Formula 1: The magic of engaging Content Gone are the days when people used social media to talk to their loved ones or to receive their updates. Nowadays they also consume content, as a result of which a new terminology has come into light, i.e. content creators. Being a brand, the company can continuously engage with its audience through content.

Since creating content takes time, and it needs to be monitored, there are AI

tools which will help in the process of managing the performance. Some of these tools are Sprout Social, Hubspot, Socialbakers, Cortex, etc.

Formula 2: Customer is Priority AI supports businesses to offer personalized and high-quality experience to its customers. And people associate themselves with brands that take care of their personal choices. So incorporating AI in social media helps businesses to understand consumer behavior, their preferences, and thus make data-driven decisions. Some of the ways to increase customer experience are 1. Targeted ads 2. Advance customer service 3. Quick response and quick fix to queries

Formula 3: Unparalleled Insights of the customers Businesses can strategically and successfully incorporate Artificial Intelligence tools to analyze posts and listen closely to everything users are saying about the company. One such tool is Social Listening, which helps brands in turning insights into engagement. Always-on Listening supports brands in building stronger relationships with its customers and improving brand equity.

Advantages of AI in Social Media There are numerous advantages of AI in Social Media. As a brand what needs to be done at first is to analyze the required use-case. Following are some of the many advantages that AI offers in Social Media: 1. Increase in customer engagement with the brand.

2. Reduction in costs as AI takes over labor-intensive tasks.

3. Precise advertising can be done using Artificial Intelligence.

4. Increase in efficiency of the brand’s marketing efforts as AI can help marketers in streamlining the processes.

5. Content targeting can be leveraged at full to understand and properly estimate consumer’s preferences.

AI helps in automating labor-intensive and time-consuming tasks, however, it is Artificial Intelligence professionals who put the system in place and ensure its functioning.

Lacking AI Professionals The demand for AI skills in the labor market is huge. Companies investing in building Artificial Intelligence infrastructure are struggling in finding the right skills which can help them. On an average businesses are paying around 11% more premium to those who have AI skills. In addition to hiring the best talent, the companies are also helping existing employees to build AI skills. On an individual level, if you are interested in building the appropriate skillset, there are multiple AI certifications available online and offline. Use GRIP (Global recognition, Real Business Solutions, Industry relevant topics, and Pricing) to choose the best fit AI certification course for upskilling.

Conclude It is surprising to know that 54% of the social media users use different social platforms to research different products. Now, if a business is offering clothing, it will be a wise decision to showcase their products on all major social media platforms. However, there is a trick to optimize this process. Instead of running the clothing ad across all social media platforms, the company must first analyze the consumer behavior. In order to be at a place where the customers are, the businesses need to know which social site is preferred by its target audience. For example if the target audience is young, then the company can place their ad on Instagram or Facebook.

Artificial Intelligence can help brands not only target customers precisely but also supports them in improving customer experience across social media platforms.