Heard of ChatGPT? Listened to a Spotify curated playlist? Watched a Netflix show that’s been recommended to you? Messaged a chatbot? These are all examples of how we use Artificial Intelligence (AI) in our daily lives. But it’s arguably more powerful on a business level. If your organisation uses social media, AI is a transformative tool…if you can harness it properly. Automate tasks, save time, gain detailed insights, get more personalised, improve user experience, and increase revenue. Sounds good? Read on… 

Understanding AI in social media  

AI encompasses technologies that allow machines to simulate human intelligence. It can lead activities at scale. For social media that could be content creation, sentiment analysis, trends tracking, content moderation, and lots more. In this way, AI helps social media marketing by analysing vast amounts of data, providing deep-dive insights, automating tasks, and making interactions more personalised and authentic. You may already be using AI in your social media without realising it. But here are some ways you can exploit its benefits. 

4 ways AI enriches your social media strategy 

1. Sentiment analysis 

Imagine being able to discern the sentiment behind every social media comment and message in real time. AI-driven social listening and sentiment analysis allows you to gauge the mood of your audience on a particular topic. Brolly’s sentiment analysis feature, for instance, scrutinises the language and tone of your community’s comments, allowing you to identify changes in sentiment and adjust your content accordingly. This means you can identify potential public relations issues, and develop relatable advertising content that has a higher engagement and conversion rate.  

2. Predictive analytics 

This is about anticipating future trends and behaviours.   

Let’s say you’re a local council looking to promote a new sustainability initiative. Predictive analytics helps you identify where your audience is most active (Facebook? Linkedin?), the content type that resonates with them (Reels? Blogs?), and what sustainability issues they care about most. With AI, you can accurately find information too difficult for humans to identify. So, you can forecast emerging patterns and adjust your content to improve overall engagement.  

Some comprehensive social media predictive analytics tools include Hootsuite and Sprout Social. However, if you’re looking for a solution that encompasses predictive analytics, sentiment analysis and social media archiving, as well as other features, then Brolly might be the tool for you.  

3. Personalised recommendations 

Data and user behaviour analysis help you deliver targeted content to foster stronger connections and brand loyalty. In fact, 91% of consumers are more likely to engage with brands that provide personalised content recommendations. Whether it’s suggesting relevant content or personalised offers, AI-driven recommendations improve engagement, increase conversions and reduce bounce rates. So why would you not use it?  

AI-driven data insights help you identify relevant topics and user preferences so you can adjust your content mix, become more personalised and drive more conversions. 

4. Content moderation 

Many scientific studies suggest that negative comments or experiences outweigh positive ones. So, while you want your followers to engage with your brand, one negative comment can spiral and damage your brand, destroying a lot of your positive input. 

AI-powered content moderation tools can detect and filter out inappropriate content, spam, and trolls. Not only does this ensure a positive social media environment, but it also helps you manage your corporate reputation. 

Realising the potential of AI in social media 

AI-driven analytics give you valuable insights into your community: what content they like, what actions they take, and what they want to see more of. Armed with this data, you can fine-tune your social media strategy to predict patterns, become more personalised, and ultimately increase your conversions.