Social Marketing Gets Redefined in the Era of AI

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by Anna Munhin May 26, 2023 News
Social Marketing Gets Redefined in the Era of AI

generative artificial intelligence has become a valuable tool for social marketing professionals in an era where everyone is trying to get more done in less time

More than 70% of social media marketers have already begun using artificial intelligence and machine learning tools, and more than 50% are researching more ways to take advantage of the technology.

More than half of social media marketers said they are already trained on certain tools, and more than half said they will test the technology in six months.

The more advanced strategies, like using artificial intelligence to analyze campaign data, personalize content at scale, or even look into customer behavior patterns, are the ones that could have the biggest impact on the business.

A majority of marketers are already using artificial intelligence and machine learning. According to Mike Blight, senior market research and insights manager at Sprout Social, the biggest surprise in the survey is that less than half of marketers are trained to use artificial intelligence. Organizations can use these tools to scale and strengthen their operations.

Going All In

Blight says it's not enough to just "dabble in new products." He believes that marketers and agencies should continue to learn about automation and artificial intelligence.

There are plenty of artificial intelligence and automation use cases that have minimal learning curves for social media marketers. The best outcomes for your customers don't come from more content and more efficient processes. The temptation of automation can come at the expense of authenticity.

Blight says that brand marketers should use the time saved to focus on developing and more meaningful engagement strategies by using artificial intelligence to elevate connection and creativity.

The results of a survey show that almost all of the marketers who have used artificial intelligence have seen positive results. More than half of the people saw higher accuracy in their content targeting.

Alleviating Tedious Tasks

It's likely that the perceived benefits will change in time, as awareness over some of the most advanced capabilities continues to grow.

In a survey conducted earlier this year, Sprout Social talked to marketers about some of the factors that lead to their exhaustion. Lack of time or bandwidth was the top answer. Blight believes that the best use of artificial intelligence is identifying how to use it to alleviate tedious tasks and allocate time and energy into the most important work.

Social is able to make a meaningful difference across organizations with the help of automation and artificial intelligence. Better data-driven strategies that move the needle and drive business impact can be achieved thanks to the advancement in artificial intelligence. It is important for organizations to invest time and tools in order to fully implement artificial intelligence. Today is the start of planning for the future.