New AI-Based Tools Are Transforming Social Media Marketing
With the vast amounts of unstructured social data, the myriad of social media influencers and the growing number of requests for service via social channels, marketers can often get overwhelmed. Throwing more bodies at the problem doesn’t usually help much so marketers are beginning to explore AI-based tools to help them better leverage the power of social media.
As a participant in this growing technology category, Lux Narayan, CEO of Unmetric, an AI-powered social media metrics company, has been following the category closely. Narayan admits “The whole social space has a lot of noise. It's very difficult to disambiguate one company from the other. But I think there are distinctive patterns in what companies do. And indeed, in where they're starting to deploy AI within each of those subdomains. More specifically, they fit into six broad areas within social.”
According to Narayan, the six areas of social media marketing being impacted by AI are:
1. Content creation: “People are creating content at the speed of culture. And that's a cadence for marketers that we've haven't seen before. 20 years back the average brand would do one campaign every six months and now they do six campaigns a month. That's a lot of content. We're seeing interesting applications of AI being used in content creation.” says Narayan. On his watch list is Twizoo, a social content platform that uses artificial intelligence to automatically discover and display user generated social media content across a brand’s website.
2. Consumer intelligence: “This is essentially pulling out the needles from the haystack, filtering out signals from noise and finding interesting relevant signals for a brand that it can take forward into actionable insights,” he adds. Converseon is a digital consultancy uses a machine-learning platform to gain insights from social and voice-of-customer data.
3. Customer service: Narayan continues, “There's a lot of experimentation but we're seeing interesting things happening in the chatbot space where it's either a machine replacing or augmenting what a human is doing.” He is keeping an eye on Conversocial, a platform that makes it easier for customers to get help through social, mobile channels.