Generative AI in social media marketing.
It’s all anyone has been talking about for the past year. Concerns over artificial intelligence taking over certain jobs is top of mind, particularly in fields like marketing where much of the product relies on visuals or text that generative AI is moving closer to imitating each day. So, in this ever-evolving world, it’s incredibly important for a marketer to have AI in their skillset.
There are a variety of features now offered by various services that can be useful when it comes to social media marketing. After covering a few important ones, I’ll also mention a strategy that is a must when using generative AI specifically to build out things like copy or imagery.
The first feature is sentiment analysis. As a marketer, particularly one on social media, understanding how viewers of your content feel about it is very important. Sentiment analysis in AI helps with this by showcasing positive and negative sentiments it finds on social media about your brand. It’s impossible to search through every mention unless the company is small and sentiment analysis can be a very valuable solution for that problem.
Next, AI can optimize posting times for a brand’s accounts. If a company is just starting out and doesn’t have much data on when their posts are most successful, an AI tool like this can really help drive engagement or further reach. Time could be the little nudge that a post needs and could be the difference between a success and a failure.
The final, and perhaps most obvious, is copywriting. One of the most difficult things for a social media marketer to do is write compelling copy that doesn’t get repetitive or come off as inauthentic. Often, post content can be very similar and variety is needed in order to keep consumers engaged with the brand. Generative AI tools can help with this by laying out a framework or idea for a specific post’s copy. This is especially helpful because it saves time for the employee and allows them to move onto other tasks.
With those in mind, the aforementioned strategy that marketers need to know about is having an AI workflow. It’s still early in this technology’s life and, thus, it still has some kinks to work out. Getting exactly what you want from a generative AI tool can be tiring and frustrating. You may add a final input that you want to place X in an image and it seems to purposely not put that in, maybe just to spite you.
Setting up a workflow should be the first step in implementing this process. This basically means having a set of steps you take or a series of inputs you begin with in order to put the tool in the proper state to respond how you want it. In the end, it will help you get what you want with less struggle and in a shorter time.
To do this, there will be a lot of trial and error. You will need to sort out what inputs seem to work and which don’t while keeping track of how the tool responds to each. For some things you may need to be very specific and for others vague input may work just fine. These tools are very finicky, but if the workflow is solid, you will save lots of time and money for your company.
Sources:
https://www.marketingaiinstitute.com/blog/what-is-artificial-intelligence-for-social-media
https://kissflow.com/workflow/how-to-automate-workflows-with-ai