media update’s Aisling McCarthy takes a look at the impact of AI for marketers.

A blog post by Hootsuite says that Facebook’s AI researchers have been working on a new set of questions for a more sophisticated version of a Turing Test for smart assistants, like Siri.

The test would help these assistants learn intelligent answers, instead of drawing from a pre-loaded script bank.
Wondering what a Turing Test is? Find out in our article.
Improved AI technology will mean more effective social media marketing. But how, you ask?

Here’s how:

Social listening

Social listening is one of the more well known solutions that AI and Big Data are used for. While social media monitoring refers only to to a collection of social data, social listening includes an actionability. It tracks specific conversations and leverages the data to find opportunities to create specialised content for specific audiences.

This means that social listening offers you a powerful way to interact with audiences, as well as tailor your voice to better connect with them.
Social listening tools use AI systems to gather, sort and analyse masses of data from social media. Automatic systems are set up to alert you when important things are being mentioned about your brand, company or industry.

Some of these tools will give you actionable data about your audience, informed by data, allowing you to make changes to improve your social media marketing strategy.

Competitor analysis

Tracking, and analysing, your competitors is one of the areas where AI has made a big impact. Without AI’s ability to find and analyse large data sets, any analysis from competitors’ social pages is subjective, qualitative, or manually exhausting.

Thanks to AI, you can run the same analysis on your social pages as well as your competitors. This gives savvy marketers the advantage of seeing what strategies are working, and being able to integrate them into their own strategies.

Content optimisation

Once you fully understand your audience, industry and your competitors, planning the best content for consumers becomes a piece of cake. The hard part is finding the exact mix of text, image and video for your posts to optimise your content.

Although trends suggest that photos and videos outperform text, you need to find the exact mix that works best for your audience. In an article from the Marketing AI Institute, Mike Kaput says that when you consider all the human effort that goes into building a successful content strategy, employing AI technology to do it is a no-brainer.

“Marketing teams spend significant time and resources on activities like keyword research, topic selection, and performance tracking, just to name a few. This often takes time away from actual content creation, promotion, and optimization. Turns out, artificial intelligence can be a major help in this area—and easier to start using than you might think.”

He continues, saying that AI and all of its related technologies like deep learning, machine learning and natural language processing (NLP) have the capacity to help marketers unlock their performance potential.

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AI is becoming more and more vital to marketing success. Make sure you’re clued up on the lingo by reading our article, 10 AI terms every marketer should know.