How can you improve your social media targeting with AI?

AI can enhance social media targeting by analyzing user behavior, preferences, and demographics. It can optimize content delivery, personalize recommendations, and refine ad targeting based on individual user data, improving overall engagement and conversion rates. Additionally, AI algorithms can identify trends and patterns, helping businesses adapt their strategies to evolving market demands.

AI tools can take social media personalization to a new level. What would have taken intolerable amounts of staff time can now be accomplished with AI. For example AI tools can assist with customization on just about any level. Historically personalized or customized content converts at a much higher level than mass marketing and AI assisted personalization at scale will dramatically increase conversion.

You can use AI such as ChatGPT to act as a filter to make a standard brand voice, independently of a staff member's personal way of writing. I wrote an article about this on my profile if you're bored. Here's the summary version: - Find your brand voice and use it to create content. This content will be the "filter" that the AI passes new content through. - Train an AI model by copying and pasting content containing the correct tone. New GPT models have a context box specifically for this, prompted by a line such as "You are rewriting content to match the tone of these social media posts:" - Add in the info for the new campaign, and run the model. - Double-check the created results, as current GPT models can "forget" dates and details.

What if 100,000 people comment on your post? Sounds great, but what if they only leave negative comments? So reach & engagement are not everything. While most tools have implemented #AI (or at least claim to do so), sentiment is something only a few tools offer. But you can simply use your own data without any 3rd party SoMe tools. Just get all the data (e.g. comments on a post), put them in a spreadsheet and instruct your favorite AI tool to check for the overall sentiment. Of course you have to keep in mind, that AI is not always handling irony well and you have to have enough data as a solid base.

Behavior and actions can change for many reasons. If your goal is to understand how the use of AI is (or is not) changing engagement levels, do whatever you can to isolate the use of AI so that you can reasonably assess the effect. If you can set up multiple audiences continue to use your normal outreach going as the base comparison. If you don't have the ability to split your audiences then try to keep everything other than the content the same over a long enough time frame to be able to determine the effect.