Promises of Artificial Intelligence for Intelligent Social Media Marketing
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Remember a scene in the flick Titanic, where while that mammoth structure sank, all the people tried to float on the surface of the water, jostling and flapping their limbs, to stay on the surface and not sink. For a moment, they all looked like those tiny ants that grappled and brawled to save their lives, irrespective of the state, others were in. Same is the situation with human potential, which looks like in troubled waters, when we talk of Big Data!
The overwhelming increase in the number of social media users summing up to whopping 2.8 billion, has led to the accumulation of enormous unstructured data, making its processing a huge deal for human efficiency.
Now the question arises – Can Facebook, Twitter, Instagram, etc., keep up with the ever-increasing number of users without getting infested by Big Data?
The answer is – Yes Of course!
Artificial Intelligence (AI) is what going to rule the social media world soon; It already has been introduced, in the marketing sector where it has lifted a huge load from the shoulders of marketers.
What About the ‘Artificial’ Element in Artificial Intelligence?
Artificial Intelligence (AI) in social media marketing has led to a breakthrough for the marketers who can rely upon it, and can now invest their precious time and resources in assessing the data and in devising more promising strategies.
So, what about the ‘artificial’ element? Is AI able to provide that human touch in marketing, especially when personalization has been playing the key role in marketing these days?
According to a study published in Juniper Research, the total retailer expenditure on AI will reach $7.3 billion per annum by 2022, as the retailers are looking for new ways to increase personalisation for better customer experience. It is expected that AI will be applied to assess the customer behaviour in response to the products and services that are offered to them.
It has been observed that marketing becomes more humane and personalized with AI, as new ways of marketing are determined through data-driven analysis of customer behaviour. AI helps in tracking and analyzing various aspects like:
The amount of time spent on social media
The social media platform where most of the time is spent
The intent of using social media – networking, business, etc.
The content of their interest areas
Product brands that grabbed most attention
On the basis of this data, the marketers are able to create a strategy based on highly personalized messages for customers that surely works.
Role of AI in Social Media in Current Scenario
The acquisition of Bloomsbury AI by Facebook in 2018, to ramp up its NLP (Natural Language Processing) to handle the issues related fake news and content. In previous year, Facebook had bought an AI-based start-up Ozlo, known to be the knowledge-source about the real world.
AI has also been playing crucial roles in LinkedIn profile management, and matching them with suitable job requirements. It also analyzes the activities on Twitter, based on which it enables the most relevant tweets to show up on timelines.
Promises of Artificial Intelligence to Social Media Marketers
# Complete Content Guidance
AI has the capability to assess the social media posts, its engagements, audience behaviour and then determine how the content is to be optimized for better engagements. Not only this, it also closely monitors the user behaviour on daily basis to learn about the factors that influence the audience to take particular action.
# Insight into Performing Factors
AI enables companies get an insight into the performing factors and this helps them to focus on those key areas that are making the difference. So, they know how to plan the right strategies without having to call for ancillary support.
# Round-the-Clock Social Media Management
It is beyond the human capacity to keep a constant watch over all aspects of social media at all times; one really needs to be a superhuman to be able to do this. Super-humans? Do they really exist? Yes, the AI-guided chatbots can manage the online presence, not just by responding through typecast messages, but by intelligently tailored ones, which are good enough for even setting the seal on.
According to the 2018 State of Chatbot Report, chatbots provide 64 percent of 24-hour service, 55 percent instant responses to inquiries and 55 percent responding to simple questions.
The Natural Learning Processing and Machine Learning enable the chatbots to communicate intelligently by respond right, in meaningful manner.
# Facial Recognition on Social Platforms
The face recognition technology is now becoming a part of product and service marketing on social media platforms, especially the Facebook. The face recognition software helps marketers to instantly tag the potential or existing customer they want, in their product or service specific posts. They do not need to search for particular names, to tag them.
So next time, you find yourself on that denim wear post, do not ponder as you had been looking for a good pair of jeans for quite some time!
# Enhanced Audience Targeting
Targeting the right audience, really matters and determining who they are matters most. All the data pertaining to their activities and behaviour gets stored online, and this helps marketers to assess and turn them into meaningful inferences for designing the strategy. This data may reflect the extent of use of social media by the audience, their activities and behaviour, buying patterns, and lot more. Artificial Intelligence thus, enables the marketers to identify the target audience that has similar attributes as those converted already. The past behaviour sets the standards to be judged in the next realm of audience.
The Future of AI Assisted Social Media
The assistance of Artificial Intelligence is likely to gain impetus in the years to come. In fact, various social networking platforms like Facebook, Twitter and LinkedIn have already improved on their functionality by acquiring small AI organizations. By investing in Bright, LinkedIn managed to have much better matching of candidates, considering candidate profiles, job descriptions, work experiences, etc.
But what about that human connection? Will AI be able to establish that human bond that leads to conversion and customer retention?
Artificial Intelligence has come a long way in catalyzing the user engagement and interaction on social media. However, whether it will ever be able to replace manual attempts for establishing personal bond, is still a question. In the digital world, where people love expressing themselves better through emoticons on Facebook, the emoticon suggestions led by AI during any conversation are truly commendable.
The AI tools are constantly evolving in pursuit of attaining the astounding human capability to build sensitive relations based on trust, anticipation, empathy, fear, to successfully forge strong bonds with customers. The social media trends also keep changing. For now, our social media marketers need to do all that is required to reach out to relevant audience with that ‘human touch’ organically, and generate conversions and allegiance through personal involvement.
The social media marketing team at Tarika Technologies understands the role and potential of various trends and technologies in amplifying their marketing capabilities on various social platforms, and thereby implements them with their experience and expertise.
Joe leads the company’s strategy development and team building processes to formulate and enact the mission and goals. His strategic decisions involve the commitment of various resources for the fulfilment of goals and purposes of the organization, with a positive impact on its various aspects of growth.
With over 30 years of leadership experience, Joe has lead transformation projects, new business ventures, and execution of change management strategies.
In his previous role in C/C Financial Corp, a start-up financial technology business, Joe served as President & CEO. The start-up was scaled up and acquired by a large publicly traded company.
Joe started PeakFormance Leadership Consulting, a leadership and strategy advisory firm that specializes in helping busy executives develop high-performing team and organizations. His experience and proven strategies have helped him lead organization development projects with Fortune 500 companies as well as small to medium size start-ups.
With a strong passion for leadership, Joe has demonstrated the ability to develop cohesive teams, aligned and collaborative teams that achieve extraordinary results. Joe’s passion for leadership and team-building and vast experience enable him to connect with executive leaders and partner with them to improve performance.
Joe holds a bachelor’s degree in Business Administration from Minnesota State University, and an MBA in Organization Leadership from Walden University. He enjoys spending time traveling, golfing and training for Ironman triathlon competitions.
WILLIAM ANSAH
Head of Africa Operations, Tarika Group
20+ years of professional experience
William Yaw Ansah, Chairman, and CEO, Origin8 Limited in Ghana is an accomplished executive with experience spanning multiple sectors – Publishing, International NGOs, Education, Consultancy, and more.
Most recently, William was appointed as Course Manual Author Monitor for Chartered Institute of Marketing, Ghana. He was also appointed as a Member of the Management Committee, School of Arts, University of Ghana. He is also a Member of the Institute of Directors Ghana, an Accredited Member of the Institute of Public Relations, and a member of the Chartered Institute of Marketers, U.K
Over the years, he has been a mentor and advisor to a number of new ventures in Ghana and has trained several organizations such as SSNIT, Ghana Revenue Authority, Ghana Water Company Limited, National Entrepreneurship and Innovation Programme among others.
William has authored a number of books such as Simple English for Senior High Schools in Ghana, Simple English books for Primary Schools in Ghana, and Simple English books for kindergarten, among others.
William received his Master’s degree in Global Marketing from the University of Liverpool, the U.K, and a Bachelor’s degree in Liberal Arts from the University of Ghana, Ghana. He started his career in Ghana as an Instructor, Consultant, and later management member of Afram Publications, Sahabia Publications, Comland Ghana, Origin8 Limited to mention a few.
SACHIN AGRAWAL
Founder & CEO, Tarika Group
20+ years of professional experience
Sachin has over twenty years of experience managing innovation and development of solutions and optimizing complex business processes; Business & Technology Architecture and Integrations. His proficient leadership and exceptional communication skills, technical expertise, combined with industry experience have delivered extraordinary results for his firm and clients.
Sachin instituted Tarika Technologies to support businesses by implementing a strong process-oriented system and the virtual CIO model, managing a team of offshore and onsite professionals. He performs complete business and technology assessment, advises on Enterprise Architecture and provides solutions for mid to large companies, globally. Under his leadership, Tarika Technologies has acquired several key accounts, providing Enterprise Solutions, Infrastructure Solutions (PaaS, IaaS, SaaS), Software & Web Solutions and Mobile Applications.
In addition, Tarika Technologies provides technology and communications infrastructure set up and has successfully launched several products in the ERP, Communication, Entertainment & Media domains. Today, Tarika stands as a global company with presence in America, Asia, and Africa.
Sachin is the CIO to a leading firm in Bethesda, Maryland USA that provides acquisition support services; and technical advisor to the Crisis Center Hotline located in the state of Maryland in the United States. During his career, he also served as Director of Information Technology at a prestigious infrastructure management firm in the DC area providing IT consulting, infrastructure design and enterprise solutions for small to large corporations all around the mid-Atlantic region, as well as governmental organizations. His innovation in business process has led to a patent with the United States Patent and Trademark Offices for one of his clients.
Sachin’s keen interest in International business has formed key alliances and relationships worldwide apart from just Technology. In recent times, he has partnered with Origin8 Limited, a leading PR & Advertisement firm located in Ghana, extending all the products and services offered by Tarika to the African region. As an integral part of this partnership, Origin8 will be heading the sales and marketing of EBIMS AirWatch in the West African market; a cloud-based ERP solution by Tarika, supporting the needs in the Media industry providing real time strategic planning, monitoring, management of operations, automation of collections and complete digitization of payments through integrations to local payment gateways. He is also the Chief Technology Advisor for Origin8 Limited, driving advanced digital solutions for clients in Ghana; and introducing customized ERP for businesses across West Africa.
His keen interest in international business has formed key alliances and relationships worldwide in areas aside technology. Other areas of his expertise include managing and streamlining business processes, vertically independent Enterprise Architecture, Infrastructure Management, IaaS, PaaS, SaaS, high-level network and systems architecture, design and development capabilities of secure distributed applications for both private as well as governmental organizations.
Sachin holds a Master of Science in Information Architecture with highest honors; a Bachelor’s degree in Electrical Engineering and Associates in Computer Engineering Technology from Capitol Technology University in Maryland, USA. In his leisure, Mr. Agrawal enjoys playing musical instruments and practices Haidong Gumdo, the Korean swordsmanship, as a senior martial arts practitioner. His personal blog can be found at www.sachinagrawal.com.
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