59% of the world’s population is on social media, and on average, they spend 2 hours and 31 minutes on it, according to the Global Web Index. So if you’ve been struggling to keep up with your target audience’s need for content consumption, it’s time to learn about AI in social media marketing.
Apart from the ever-changing social media algorithms, the need for timely audience engagement and keeping up with industry trends, there’s a lot that marketers need to look into today!
So why not put AI in social media marketing to work.
How to use AI in social media marketing?
The use of AI has proliferated, especially in 2023. Many businesses are creating AI tools (including us), which means that as a social media manager, the tools you can leverage for creating content and marketing are also increasing.
So we decided to look into some of the leading ways in which brands can use AI in social media marketing:
1. Increase the Customer lifetime value (CLV)
As a business, irrespective of industry, you will be looking to acquire new customers and get new sign-ups and purchases every day. However, if you want your business to thrive, the key is to ensure your existing customers are engaging with you as well.
Within the timeframe of a customer’s association with you, the amount of business they give you is the Customer’s Lifetime Value (CLV). A higher number indicates good business value. You want existing customers to come back and buy more from your products and services, and pick you over potential customers, and engage with your brand.
Social media plays a significant role in making that happen. It helps create your identity online. If your identity is relatable and authentic to your social community, you will get more repeat customers. Other factors are involved, such as customer service, brand image, and more; however, understanding their interactions with you is important.
Use AI in social media marketing to understand how customers interact with your account and posts. Learn where they spend more time, when they are likely to interact more with you, what kind of posts and products they have interacted with the most, etc. This makes their habits your patterns to decipher and understand how to increase the customer’s lifetime value. A powerful social media analytics tool like Radarr comes with the ability to pull in these insights into one dashboard.
Additionally, you can use AI to understand the Customer Lifetime Value of your website. Track who is coming to which page through social media, understand how to engage with them, how long they spend on which page, and more. Such data helps you understand the existing customer’s behavior well, enabling you to retain them longer.
2. Customer support
You may have a customer service team or even a chatbot set up on your website. While that is useful for customers reaching out to you on the site, you have to think about social media customer services as well.
As you focus on growing your social media following, more people will be inclined to reach out on these platforms. Whether they ask you a question in the comment section or send a private message, how and when you answer these questions is an integral part of your customer service.
Your social media team can respond to these messages with the help of tools like Radarr. Our Respond module leverages AI in social media marketing to track conversations across multiple channels and platforms in real-time, bringing them to one dashboard to make it simpler for the team to respond to. It also lets you automate a few canned responses to make the process faster.
AI chatbots set up on social media platforms can be trained to handle basic queries. It could direct them to the right product pages, provide relevant information, and if something is beyond its capability, then AI can redirect them to the human support team.
Such an approach reduces your team’s time. Now they don’t have to spend hours answering basic questions that you can automate instead. It also shows that you care about your customers and want to help them as soon as possible.
Every social media platform today has a very specific “for you” page. Everything we interact with and like, becomes a part of their personalized experience. The social media AI tools learn from such interactions and provide a curated experience. When this is the extent of personalization, you cannot just add a first name in your emails and call it a day.
Personalization has to go several layers deeper, and you need to curate content specifically for your target audience. You need to speak in a way that resonates with them to ensure your social content performance is maintained.
So how can you achieve this? Use AI for social media just like the platforms do. Several tools currently provide you with deep insights into your user’s preferences. AI tools can show you what kind of content your customers would like to see, and you can dive right into creating them. Test and see how it performs. If you still aren’t reaching the desired results, pivot, learn, adjust, post, and repeat.
Additionally, you can segment users based on different categories, such as regions, and provide even more personalized content. You have several options; utilize them!
4. Social listening
If someone is talking about your brand, you want to know. Likewise, you also want to know when someone is talking about your competitors, industry trends, and the important keywords to your brand.
You cannot keep track of all this information by yourself. However, several social listening tools like Radarr can do it for you.
Social listening has become an essential part of social media marketing. It is powered by AI and does more than just monitor where you are mentioned.
You can also identify conversations online about you and check when your brand is in a photo. Using this information, you can interact with the people who have mentioned you. If it is a review, you could thank them for it. If it is a complaint, you could apologize and contact them to fix the issue. But most importantly, the AI tool will help you understand the sentiment behind these mentions.
Sentiment analysis using social media tools is crucial because any post on social media can go viral today. So if your company is mentioned in a post that addresses something negative about your brand or is spreading false information, it could quickly spread on the internet, significantly damaging your brand’s reputation.
However, such instances have to be identified quickly so that you can work on doing damage control instead of just responding to it all when it is late. This is where understanding the intent and sentiment behind mentions, comments, and photos is essential.
Additionally, you can monitor whenever your competitors are mentioned as well. Such information can help you build better products if they have launched a new feature you don’t have. You can also monitor the conversations online about your competitor and understand where they are falling short in satisfying the customers. Therefore, once you know what common customer complaints are, you can ensure at least your customers never face them.
5. Generate post ideas and outlines
The key to succeeding on social media is consistency. This includes consistency in posting frequency, quality of your posts, brand voice, tone, and value-driven content. And every social media manager knows that this is a tedious process. Generating content that covers weeks of social media posts can be overwhelming. But since this is the standard, everyone has to hop on that train.
But now there is a solution for it, or instead, there is a helping hand. That is AI for social media posts. There are several AI tools today, ChatGPT being the most popular and advanced tool of them all, that can help you in your content-generating process.
You need to learn the tool and understand the prompts it needs to provide you with social media ideas and enhance your creative process. However, don’t forget this is a tool that can uplift your content, don’t let it become your crutch. Create content with it, enhance it with your editing, unique insight, and perspective, and always double-check the information.
6. Influencer marketing
Influencer marketing is a popular way to get the attention of your target audience. If you know someone popular among your customers, getting them to vouch for you can be a game changer. They can influence social media users into becoming your potential customers.
This sounds great. But it takes time to find the right match. You might be scouring the social media accounts of popular accounts but might need help understanding who is the right person for your brand. AI can help you with this too.
AI in social media can find the right influencer for your company based on your defined criteria and the ICP (Ideal Customer Profile).
These tools help you understand how their reach on social media can influence your brand and the possible outcomes of the collaboration. You can also dive into their interests to check if they align with yours.
Once you select an individual for influence marketing, the AI tool can measure the performance and impact of your collaboration. You can get real-time updates and monitor the results of the campaign.
7. Social media ads
Social media ads are immensely effective, but they can also be expensive. But this is necessary if you see results. However, what if you are not? It is only easier to back your ad strategy to the stakeholders and invest more money if you are confident it will give you different results.
This is why the PPC (Pay Per Click) model of ads can become tricky. You pay every time someone clicks on the CTA, but you can’t be sure they will convert to becoming a customer. Sometimes the answer is to hire more experts to help you create better ads. However, sometimes you can also leverage AI.
AI for social media ads can optimize your ads and make suggestions based on customer preference. You can leverage the tool to use keywords that will connect better with your prospects and, in the process, lead you to better engagement and conversion rates.
You can measure and monitor the results of the campaign and optimize further based on the results.
AI in social media marketing – Use it to your benefit!
People are often intimidated by AI because of the speed at which it can get the job done – faster than most humans. However, most AI use cases aren’t to make human workers obsolete but to alleviate the everyday experience and make it easier for everyone.
AI in social media marketing can significantly improve your results, speed, and quality. Use it strategically in your marketing plans and watch the results unfold.
AI Tools like Radarr are here to help you create better posts, schedule them, understand customers’ sentiments, analyze what they need, and make an informed decision. This decision, action, and process are ultimately yours. Because remember that AI is powerful, but you are too!
If you are looking to use AI as a part of your social media marketing team, then you can book a demo with Radarr today.
Frequently Asked Questions
How is AI used in social media marketing?
AI is used to personalize and better a customer’s experience on social media with recommendations on their feed based on interactions and increase engagement on the platform.
What is an example of AI in social media marketing?
An example would be the personalized ads on a customer’s social feed. This would result from their information such as gender, location, interests, etc.
How can AI boost social media?
AI can provide hyper-personalized results based on user interactions. It also makes social media safer by learning to weed out negative comments and posts.