With every smartphone user using at least one social media application(Instagram, Facebook, Twitter, Tumblr, LinkedIn, Snapchat, etc.), making it an approximately 3.9 billion (continue to grow) active social media population worldwide. It would not be wrong to say that we live in an era of social media.
But, social media is not just about connecting to your friends or family, or a place to socialize; rather, it has become a perfect place for businesses. Social media platforms are actively contributing to finding new clients or nurturing their relationships with existing ones.
Users, by sharing their thoughts, photos, or videos on these platforms, both the businesses and individuals are continuously adding an unimaginably huge amount of data that is increasing exponentially with each passing year.
Artificial Intelligence is a new trend that is continuously growing in the world of recommendations and advertisements. It is widely used and is very effective at making an impact on social media to allow businesses to efficiently discover, engage, and learn from their followers.
Now, managing these huge platforms is not an easy task to perform. So, social media platforms are actively opting for AI and other technologies to manage the huge number of data, users etc.
How is Artificial Intelligence used in current Social Media Platforms?
Managing social media platforms (flooded with innumerable users) is not a child’s play; it requires a lot of things to look upon. With artificial intelligence, social networking platforms analyze voluminous data to find out what’s trending currently, different hashtags, and other patterns. This analysis helps in understanding users’ behavior which can be leveraged for business purposes.
Recently, Social Platforms are actively investing in Social AI Technologies. Many brands have yet to turn to social AI to engage their audiences, target new customers, and analyze huge volumes of social data collected in the process.
Facebook has been at the forefront of what AI can do for social media. Facebook is actively incorporating a variety of AI technologies that continuously improve the overall experience for all its users. They use machine learning and AI for serving users the content of their interest, recognizing faces in photos, recommending you tag options, identifying visuals, and serving advertisements to come up with user-specific offers and deals for the person.
Twitter uses AI for a number of tasks such as detecting a face, from a complete image, to create a thumbnail. It utilizes artificial neural networks to decipher which section of an image the user would like. They also use AI to suggest replies while commenting on a tweet or answering a comment.
Linkedin relies on machine learning and deep learning to classify suitable candidates for a particular job role to offer a better job-candidate match. Linkedin also uses AI to highlight the candidates who are actively searching for a new opportunity or the candidates who are most likely to respond creating a just environment for both the employer and employee. LinkedIn uses technology to rate various candidates for different companies based on prior hiring patterns, preferable/current location, past work experience, and job descriptions.
Pinterest is a social platform that enables sharing and categorizing of images found online. Pinterest is described in its own “content as a visual bookmarking site.” With more than 200 million users, 80% of the users make a purchase of personalized content. Pinterest uses neural networking to identify various objects, recognize them and boost pins, and product recommendations to ensure that only the relevant information reaches users.
AI roles in Social Media
Automation is a powerful way to connect with prospects and grab one real quick. Automating allows one to manage time effectively, which humans lack. Chatbots provide faster customer service resolution, as well as optimum support which help businesses running over social media to answer their customers’ queries in no time.Thus, improving the quality of business.
Since AI has the power to analyze the nature or intention of a query or comment or anything posted by a user. It can help different brands to identify sentiments behind the post to know how a particular user is feeling. This is done using another subset of AI known as natural language processing.
AI is also helping social platforms in protecting user data and increasing the privacy of the information posted on the platform. Through various techniques including user authentication, pattern detection, fraud prevention, and other features, AI can help users to improve the security of their social media accounts.
AI for Social Media Ads or Social Media Marketing
Various AI-powered tools help various businesses to look into their brand’s social media profiles and analyze their visitors. Using these tools, helps businesses understand users’ behavior and what they feel about the brand. This data can further help them to know their global brand equity, recognize new trends, target new audiences based on their interest, and identify new ways of social media promotion. AI enables businesses to perform various tasks like connecting to people and targeted audiences, running paid advertisements based on behavioral targeting and demographics, predicting market growth thus increasing ROI, and getting more organic customers for your brand.
Artificial intelligence is helping social media platforms in managing the pool of data and making sense of it to know the trends, user behavior and their interests, find out and block abusive content. It has a bright future in this industry as it improves user experiences and helps brands to serve them better.
Written by Rittika Sur