AI and Social Media Marketing: What is the Role of AI in Social Media Marketing?


Social media marketing is one of the most effective marketing strategies for digital marketers, and they are a lot of dynamics around it. In the past Social media used to be a platform that we could only share what is on our mind, pictures of ourselves at a particular place and get our friends to like and comment on the photos. Today, social media has transformed to be a vibrant platform for the advertising business.

Moreover, we now have many social media channels at our disposal that we can use to push our brands online. From each of this social media channel, there is an influx of data that is becoming humanly impossible for digital marketers manage.  Now, this is where the Artificial intelligence comes in handy.

What is Artificial Intelligence (AI)?

Going by the definition of John McCarthy, the founding father of this discipline. He defined artificial intelligence as “the science of making machines that can perform tasks that are characteristic of human intelligence.”

AI is not a strange phenomenon, but you have used it unknowingly.   A good example of AI is when you browse through recommendations given to you by Facebook.  Lately, as you scroll the Facebook Feed, you must have seen “similar to posts you’ve interacted with” or when Facebook recommends friends to tag in your recently uploaded pictures.

If you are a movie fan, then you must have seen those movie recommendations on Netflix. These are just examples of AI in use but there are a lot of other applications in the real world.

Also Read: Where to Learn Data Science Course in Nairobi Kenya

The Role of AI in Social Media

At this point, let’s look at the role of AI in social media.

Helps Find the Right Social Media Influencers

When you search for the marketing trends that will dominate in 2019, you will not miss Influencer marketing as one of them in most of the digital marketing blogs. Most of the leading digital marketing strategists predict that influencer marketing will grow in 2019.

Social media influencers in Kenya can help your brand reach new audiences.  We are used to social media influencers being celebrities especially here in Kenya. The selected influencers often resonate well with your brand and audiences but at times it could be a miss. Finding the right influencers for your brand is quite a process. However, with the use of AI social media monitoring tools digital marketers can be able to determine potential social media influencers, their social interactions, their behavior patterns, and their interaction patterns. 

For example, let us say influencer A has 600k followers on Twitter and Influencer B has 300k followers. Now, a Company X is looking to increase brand awareness on Twitter through an influencer with at least 300k followers. The company then settles on contracting influencer A for the brand awareness campaign owing to his or her large following. The campaign may not be that successful as it might happen that of the 600k followers most aren’t interested in the product. On the other hand, it might be that most of the followers of influencer B may be the ones interested in what company X is selling.

What’s the lesson here? Quality is more important than quantity in influencer marketing!

Therefore, with social media influencers data; social interaction, behavior patterns and interaction patterns data, it will be easier to determine accurately for marketers in Kenya to find the right social media influencer, predict the influencer reach and identify potential brand evangelists.

Watch out for an intelligent Social media monitoring tool that we will be launching soon.

Knowing When to Post

Understanding when to post and how frequent to post varies with different social media channels. As a social media account manager, you might have encountered a situation where you post different social media channels, and on one social media your post hits the wall, and on the other social media channel, it goes viral.

Related: Facebook Ad Spying: How to see Competitors Ad’s on Facebook-Digital Marketing Kenya

Fortunately, there are now AI-powered social media tools like Mentionlytics and Cortex that helps you schedule and post social media content at the right time. There is also another AI-powered social media monitoring tool known as Post Intelligence that tracks social trends and predicts engagement.

Get insights from Images

According to statistics, 350 million photos are uploaded to Facebook daily whereas 100+ million images are uploaded on Instagram daily. Some of these images could be related to your brand and your company may fail to notice them unless you are tagged in the post.

For instance, a user could post “Where can I get this watch?” with your brand watch posted. With the use of AI and image recognition software, your brand can get this message, respond to the customers and generate a lead. Interesting right?

Social listening and providing Real-time interactions

Your brand users are available on different social media platforms, and it can be challenging to monitor posts on what they are saying about your brand despite creating brand alerts. However, with AI-powered tools, you can monitor what customers are saying about your brand, and you can then provide real-time responses.

Safaricom Zuri Chatbot

With AI chatbots, brands can automate responses on social media. Safaricom has Zuri bot that offers managing premium SMS subscriptions, M-Pesa reversals, Airtime top-up both through M-Pesa and Scratch cards, data bundle purchase, M-Pesa, and Airtime balance inquiry and How To guides.

UBA Leo ChatBot 

UBA bank has Leo bot that assist customers to send money, top up, check balance, get statements, creates accounts, etc.

These  AI Chatbots are accessible through Messenger and Telegram.

3neel Facebook Chatbot

When it comes to handling Facebook queries, 3neel has enabled an AI chatbot that is powered by MobileMonkey on their Facebook Messenger. With MobileMonkey chatbot you can build your own bot that is based on dialogues and question and answers. It allows you to personalize chats on Facebook Messenger not just by texts but you also by adding forms, images, text, GIFs, attachments, videos and much more.  

Moreover, MobileMonkey chatbot it offers marketing automations such as drip campaigns, chat blaster and RSS blaster. The beauty of this Chatbot is that you can be able to view audience insights and understand the Bot performance on Facebook Messenger.

With this AI powered MobileMonkey chat, 3neel has been able to provide a 24/7 customer support in real time and offer personalized customer experience. Waiting to get information about 3neel on Facebook Messenger is now a thing of the past since you can instant information like contacts courtesy of the Chatbot.

Final Remarks:

The use of AI in social media monitoring assists brands in finding the right influencers, knowing the right time to post, social listening and making use of images to generate leads or use it to deliver better customer experience. AI enables brands to communicate with users in ways that seemed impossible and to respond faster and better. It also gives better consumer insights and faster analytics.

Remember, you can always contact me via [email protected] for any help regarding growing your business on the digital web.

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