How to use AI in social media content creation and management
The purpose of this article is to narrow the use of AI down to only social media instead of looking at the whole digital marketing arena. With AI being a trending topic for years now, many tools can create and manage social media activities and drive strategy and brand awareness with AI-powered insights; this article looks at just 5 use cases.
Lerato Monareng 
As a social media marketer, you might see Big Data, AI, Predictive Analytics, and Machine Learning as dry and dull stuff. But what might not know is that every Facebook post, like YouTube video recommendation and subscription, spammy e-mail, banner advertisement, press release, and purchase of any kind, each positive or negative outcome is encoded as data and warehoused.
I suppose you are wondering and maybe even confused by some of the words used above, such as Big Data, Predictive Analytics, and Machine Learning. Don't worry; you can look at an article I published previously titled "How to effectively use predictive analytics in marketing". The article explains how predictive analytics can be used to draw insights that determine and inform logical next steps for marketing campaigns and predict actions that specific consumers might take in the future.
To understand AI in a broader sense, well, from a marketing perspective. I also wrote an article highlighting 10 tools that digital marketers can use to achieve predictive analytics objectives.
The purpose of this article is to narrow the use of AI down to only social media instead of looking at the whole digital marketing arena. With AI being a trending topic for years now, many tools can create and manage social media activities and drive strategy and brand awareness with AI-powered insights; this article looks at just 5 use cases.
According to the Marketing Artificial Intelligence Institute, the use of AI and intelligent automation can help you produce sharable content for social media and manage the distribution of that content seamlessly; saving you time, money and keeping your audience informed.
The following 5 use cases, tasks, and tools can be used to achieve each objective for social media content creation and management:
Use case 01 - speeding up post creation: you can use a tool called Lately, which uses historical social media data to learn what works and what to post next, then help you produce social media posts at scale. I also use the free version of the tool to schedule social media posts across LinkedIn, Facebook, Twitter, and Instagram.
Use case 02 - creating audience-specific content: If you look at your followers on your personal LinkedIn, Facebook, Twitter, and Instagram accounts, you can agree that; some appear to be different characters across the other platforms.
It is best to stop duplicating the same content across multiple social media platforms. Still, the thought of having to create each content piece is also daunting.
However, AI can solve that for you using a tool like Persado’s AI platform that unlocks the hidden value of language by ensuring the right words are used at every customer interaction across multiple mediums.
The platform uses AI to automatically develop creativity and messaging in your brand voice across social media platforms.
Use case 03: AI-powered social media management: In an ocean of social media management tools like Buffer, Hootsuite, Zoho, Loomly, and the list goes on and on. What separates a tool like Socialbaker is that it’s an AI-powered social media platform that helps companies save time managing social, by using machine power to augment influencer discovery, audience analysis, and channel management.
Use case 04: Response prioritisation: Throughout my experience as a social media community manager for a Youth Marketing agency, one of the challenges of managing the social media community for colleges and universities was knowing which comments needed immediate responses and how to prioritise them accordingly.
Thanks to Buffer, whose engagement features leverage machine learning and sentiment analysis to prioritise conversations, helping you know what to attend to urgently.
Use case 05: Suggest replies to Twitter messages: I assume that everyone knows about SproutSocial, but I might be wrong. So how it works is that it uses text analytics to suggest replies to incoming Twitter messages. It reads a tweet, then offers a response, which you can then post with a couple of clicks, saving you time and money.
The use of AI in social media goes beyond content creation and management; in the following articles, I will address AI in social media analytics and social media advertising.
However, to get more acquainted with AI marketing, I suggest that you visit the Marketing Artificial Intelligence Institute. I learned a lot from them, coupled with my first-hand experience; I will continue sharing the knowledge I have with you and hope you carry it forward.
