Last Updated 2 months by Emily Standley-Allard
Advances in machine learning (ML) bring automation and improved analytics to even the smallest businesses. Specifically, machine learning in social media helps marketers understand their audiences better, allowing them to craft the most impactful posts at the right time.
Humans can only analyze so many social media posts an hour and attempt to come up with patterns. Computers, however, can pull up millions of posts, sift through them, see engagement statistics and generate reports in minutes.
With the huge advantages of utilizing modern technology in marketing, how can you best leverage machine learning for your social media endeavors?
1. Analyze the Market
Statista reports the number of social media users is on an upward trajectory. Approximately 4.9 billion people worldwide use some type of social network as of 2023. By 2027, the number of social users will grow to 5.85 billion.
Figuring out what people want isn’t always an easy task in such a crowded online world.
People have different interests and pain points. Rather than guessing, marketers can tap into the power of artificial intelligence (AI) to run reports and figure out the offers people are most likely to respond positively to.
2. Segment the Audience
Machine learning for social media offers the advantage of helping you segment your audience in effective ways. For example, if you want to run an ad on Facebook, you can set a target audience and see how they respond to your promotion.
Computers make suggestions on how to tweak who sees the ads for maximum impact. You can also make changes while the ad runs, conduct A/B split tests and run analytics to help you with a current campaign and future ones.
Narrow your audience down to a location or by other demographics such as gender, age and behaviors.
3. Automate Posts
Experts predict the AI software industry will hit $126 billion in revenue by 2025.
One exciting thing AI can do for small business owners is generate posts by pulling articles from the internet or coming up with unique sayings.
You can also tap into software that pulls anything posted on your blog and adds it to social channels.
Tools such as social scheduling software will also predict the times when people are most likely to engage with a post and remind you if your post queue is getting low.
4. Personalize Offers
People are much more likely to respond to an offer that aligns with their interests. It’s easy to feel overlooked in a noisy world of marketing and automation.
However, through machine learning with social media, you can make interactions seem more intentional.
One example might be tapping into other things the person clicked on in the past. You can also automate responses.
When someone engages, an instant response makes their input seem more crucial.
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5. Use Chatbots
Using a chatbot on your website can increase customer engagement by 80% or more.
With improvements in ML, many chatbots now engage users on social media, as well. Someone can ask a question directly from your Facebook page and get an instant response if it falls within a list of frequently asked questions you’ve pre-programmed.
Chatbots save you time, reduce customer service costs and improve the user experience.
A chatbot like Mobile Monkey may be the thing that answers a quick question and engages the user enough to close the sale.
6. Optimize Ad Targeting
Use machine learning to dig into social media analytics for your page or audience.
Once you have some details on the way users engage with your brand, you can create highly optimized ads that target a specific segment of your audience.
Take the time to run reports.
Most social media giants today offer some type of analytical software you can use to figure out what works for your audience.
The systems will need a bit of time to figure out patterns, so don’t try to run reports too soon after setting up your social media presence.
Give the platform time to learn.
7. Create Content
To reach new users, you must create engaging content no one else offers. Keep in mind the way people digest information today. While driving traffic to your website often requires longer articles and more in-depth research, social media is a different game.
The average person spends several hours on their phone every day. Much of that time is spent browsing through social media apps.
Consider smaller chunks of information that people can easily digest while scrolling. If you make a video or post too long, people will likely skip past it.
It’s better to break a longer piece into several smaller segments and share them in separate posts or as a thread than to make your content too lengthy.
How Will Machine Learning in Social Media Change Marketing?
You likely already see the ways machine learning changes social media marketing.
Ads are more targeted now than they were without the analysis of computers.
The timing of a post can be paramount to whether it’s seen, and AI can help determine the best days and hours to publish your content. Chatbots also engage users and keep conversations moving.
Tapping into the power of machine learning helps small businesses compete with larger corporations.
It affords an opportunity to get to know your audience and pull them into the conversation. Once they’re invested, they’re much more likely to feel brand loyalty and stick with you as you grow.
Eleanor is the editor-in-chief at Designerly Magazine. She was the director at a marketing agency prior to becoming a freelance web designer. Eleanor lives in Philly with her husband and dog, Bear.
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