Source – forbes.com
One of the most surefire ways to reach a potential customer base is through social media. By maintaining a steady presence on platforms like Facebook and Instagram, marketers have been able to engage with audiences in more intimate — and ultimately productive — ways than ever before.
As helpful as social media has been to marketers, however, managing multiple accounts to promote social engagement can be a lot to handle. From regularly responding to users reaching out to your brand to posting interesting and shareable content, taking care of a company’s social accounts is quickly becoming a full-time job in and of itself.
This is where artificial intelligence (AI) comes in. With current and developing AI technology, it’s becoming easier and more effective than ever before to promote social engagement with your customers. Here are some ways your organization can use artificial intelligence to create a stronger and more efficient social media presence to promote social engagement.
Customer Information Gathering
Big data is a rapidly evolving and growing industry, with 2.7 zettabytes of data out there today. A lot of this information has to do with Internet users’ personal characteristics and habits: a goldmine for marketers looking to increase social engagement with their brand.
Big data sources can provide searchers with relevant information about a company’s potential customer base, including information about a customer’s shopping habits, spending potential, likes and dislikes, and more. With this information, marketers can create and share content that’s relevant to customer interests, making it more likely that audiences will interact with the content — and, resultantly, the business — on social media.
The trouble is, big data sources are exactly that: big. The vastness of information available is easily overwhelming for even the most tech savvy marketers, which makes it difficult to pull out relative and useful information. To make things even more complicated, oftentimes this data comes in different formats, making them difficult to compile and compare.
Luckily, artificial intelligence technologies can quickly and accurately mine big data sources, pulling out the most relevant information about customers, reconciling different sources, and presenting the information in an understandable format. This way, marketers can efficiently get the most important data about customers and present content to them that will most likely get them engaged with the brand.
Content Curation
On a similar tangent, posting relevant and interesting content on social media platforms is one of the most effective ways to boost social engagement with your brand. In fact, B2B marketers allocate 28% of their total marketing budget, on average, to content marketing.
Content helps increase social engagement because it’s shareable and provides easy entry points to your brand; for instance, many users began to interact with the companyTasty’s social media profiles after seeing one of their viral recipe GIFs online. The more applicable the content is to a person’s interests and the trends of the day, the more likely it is that the person will then engage with the producer of that content on social media.
AI can help with this aspect of drawing in more engagement, as well. There are several AI tools out there that identify effective content in terms of social engagement, curating pieces of content that will most likely engage audiences. In other words, you can use artificial intelligence to figure out what types of content work, and curate that content to align with your brand message and promote engagement with customers on social media.
Automated Social Media Management
Now that social media platforms have grown more popular — Instagram has 700 million monthly active users, for instance – it’s getting more and more difficult to catch people’s attention and promote social engagement due to oversaturated news feeds. Many marketers overcome this by spending significant resources on buying reach like boosting Facebook posts, which can make social media management pretty expensive.
Due to this, social media managers are beginning to use AI automation tools like IFTTT to help with their accounts. With these tools, organizations can automate the posting of specific pieces of content or even interactions with other users. Certain tools are even able to search out strong content and automatically relay it to your subscribers, easily promoting social engagement without significant resource usage.
At this point, it appears that the popularity of social media is here to stay, which makes it all the more important to boost social engagement to increase your number of potential customers. By enlisting the help of artificial intelligence technology, you’ll be well on your way to growth hacking social engagement for your organization.