How to use AI in social media analytics

AI is all around us and will keep improving every day. For example, AI-powered social media intelligence can help companies measure and enhance brand equity, detect consumer trends, and understand target audiences.

How to use AI in social media analytics

Since the introduction of the first social media platform, Six Degree, in 1997, there has been a significant amount of social media data available for digital marketers to analyse.

Before assuming that everyone knows what social media analytics is, let me describe it in its simplest form. The practice involves gathering data from social media platforms and analysing it using social media analytics tools to make business decisions.

Social media analytics forms part of predictive analytics, which involves analysing data to see patterns and relationships between variables to identify future outcomes. Predictive analytics enables you, as a marketer, to leverage existing customer data to make intelligent assumptions about the activity and behaviour of prospective customers. 

The customer data used in predictive analytics can come from multiple sources, including the analytics offered by most social media platforms.

Two of my favourite metrics that can be measured from social media analytics include customer engagement and customer sentiment support marketing and customer service activities.

With the rise of AI, social media analytics have become even more powered. The analysis process limited humans, but the computer can aid in the process of enhancing the process.

Below, I discuss five ways that AI is used in social media analytics.

  1. Instagram uses AI to identify visuals and also fight spam. The Instagram spam filter is capable of removing fake messages. Once AI detects spam messages, they are automatically removed.
  2. Facebook, which owns Instagram, is aimed at matching human intelligence. While its competitors Google’s DeepMind, and Musk’s OpenAI – focus on Artificial General Intelligence (AGI). 

According to Chronicles, The applied machine learning team at Facebook has built its own automatic AI-based translation system to enable Facebook users from different regions to translate posts appearing in their News Feeds.

Over and above, Facebook is working on several AI-powered features like; Automatic Image Recognition, Talking Pictures, and Artificial Intelligence: Chatbots.

Furthermore, Fast Company reported that Zuckerberg has pledged to use AI to solve some of the biggest problems faced by the company and its users, especially across seven major categories: 1. Hate Speech 2. Terrorism 3. Nudity 4. Graphic Violence 5. Spam 6. Suicides 7. Fake Accounts. AI Use: Automatic Image Recognition, Machine Translation, Talking Pictures, Chatbots.

  1. LinkedIn, which is the world’s largest professional social media platform, uses data analytics and AIextensively to improve their members' and customers' experiences to offer job recommendations, suggest people you might like to connect with, and suggestions to connect with people to reading helpful content in their feed.
  2. Snapchat leverages the power of computer vision and AI technology to track your features and overlay filters that move with your face in real-time, which I believe we are all familiar with. The main objective of Snapchat is to make the camera "smarter" and improving the augmented reality experiences that allow Snapchat users to engage with the real world.
  3. Twitter uses big data and artificial intelligence to determine what tweet recommendations to suggest on users' timelines to highlight the most relevant tweets for every individual. Just like Facebook, Twitter deployed AI to fight inappropriate and racist content. 

AI is all around us and will keep improving every day. For example, AI-powered social media intelligence can help companies measure and enhance brand equity, detect consumer trends, and understand target audiences.