Satyakam Mohanty


Social media has emerged as a big way to connect with the world and marketers are leaving no stone unturned to tap this. With real-time information on customer preferences, social media has become increasingly popular with marketers, with nearly 84% of B2B marketers using social media. Besides, social media marketing has a 100% higher lead-to-close rate than outbound marketing. But, with a plethora of data at their fingertips, marketers don’t know where to start. This is where Artificial Intelligence comes in.


For years, social media allowed marketers to scale their efforts to a large audience and seek vitality at a minimal cost. Now, AI can help marketers slice through tons of data that they have gathered and look into what actually constitutes their target audience, how they respond and how content needs to be created and also identify what their competition is up to. Here are some of the ways AI can help social marketers:


Image Analysis: It allows marketers to filter through billions of images across social media and identify & categorize the faces, objects, logos, scenes and actions in them. This will help marketers monitor audience interests, uncover consumer insights such as what kind of conversations they are having, where they are using the products etc. It also helps to identify what the competition is up to. Image analysis will help the marketers to understand the consumer conversation about the brand, whether or not they are mentioned in the text and see how widely it is shared.


Content Creation: Content is usually underrated as a tool despite the fact that social networks as a media are dependent on good content. A report by Gartner shows that by the end of this year nearly 20% of content will be authored by machines. In fact, some of the biggest media companies such as Associated Press, Yahoo and Fox have been using them to write financial summaries and fact-based articles. AI can help marketers by customizing the news feeds of various social mediums by showing only relevant posts and also curate content.


Personlisation: Consumers want to spend as little as time possible on choosing from endless offerings. This is where AI-driven personalised marketing can help businesses be more agile towards meeting customer demands. Customer behavioural insights, gathered through predictive analytics, can help marketers create customised messages based on data from their past purchases, browsing pages, likes, clicks and most intimate wishes. This year, AI will also create more sophisticated experiences through SEO-Voice Activation, Augmented Reality and Collaborative Filtering. We can also expect customer assistants to recognise individuals by their faces and voices across multiple channels; just like image recognition in Facebook.

Social Listening: Nearly 70% of the buying experience is determined by how a customer is treated. Now, with the advent of digital marketing, it is difficult for companies to exactly figure out what the voice of the customer is. AI can help identify this ‘voice’ through Entity Extraction. It can be used to scan through tons of social media posts for specific keywords/phrases or topics that are closely related to your brand and analyze the most frequently used terms. It can also identify the trends associated with your brand, product or service and group them by a person, place or location to improve social listening.

Enterprises understand the value of AI and will continue to invest in AI for social media marketing. Retail will lead in AI/cognitive spending in 2018, with retailers investing $3.4 billion out of the projected $19.1 billion global spend in 2018. Nine out of 10 retailers will increase their marketing spend and they will split their budget almost evenly among all marketing channels including social, mobile, brand and display. Social marketing is ready to take off on its next leg.


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