Initially, social media focused on delivering communication possibilities to people. Nowadays, these platforms have transformed into places where you can enjoy fun and exciting content. Thus, around 62.6% of the population uses social media.
Such numbers look like a great opportunity for the marketing industry. Businesses develop their own pages to promote services and products. However, maintaining real-time social media engagement is very resourceful.
That is why the need for artificial intelligence technology (AI) has become so high. Its capabilities help to resolve multiple challenges and elevate the internet user experience.
To dive more into the topic, this blog post will check on:
- Major areas of improvement for real-time social media engagement;
- The use of AI to enhance different aspects of social media interaction;
- Advanced artificial intelligence strategies for social media engagement.
Let’s uncover the details of engaging social media users with AI!
Efficient Approaches to Real-Time Social Media Engagement
People devote a lot of time to social media. Just in the USA, the average user in 2023 spent 4.2 hours daily. That creates a vast opportunity for companies to engage people online and benefit from their activity.
[Image Source Statista]
Meanwhile, artificial intelligence offers new approaches and solutions to versatile industry challenges. It facilitates social media market growth, potentially reaching $9.59 billion in 2030.
Speaking about areas of AI application, we can highlight two major ones that focus on different social media aspects.
Operational Efficiency and Real-Time Response
Successful social media engagement is not just the final result. It is a process that requires timely response and efficiency in all operations. That is achievable by facilitating key points with AI strengths.
Monitoring
Monitoring is crucial to understanding users while developing a company’s profile on one or multiple social media platforms. If you want not to miss any opportunity for improvement, you need real-time observation of their interactions, such as:
- Discussions;
- Trends;
- Mentions;
- Feedback;
- Reviews.
However, such volumes of incoming data are difficult to monitor effectively. Manual processing requires an additional workforce. Moreover, it is not 24/7, making improving real-time social engagement difficult.
That is when artificial intelligence steps forward. With the power of Natural Language Processing (NLP), it effectively distinguishes relevant data. Furthermore, AI never sleeps and can perform all-day-long monitoring.
Responding Quickly
Users on social media are very active. While leaving comments, requests, likes, or posts, they are ready to receive responses. By reacting to their interactions quickly you can engage them with your company, brand, and product.
[Image Source Sprout Social]
The challenge is to maintain the round-the-clock availability to give responses. Another aspect of it is keeping the same tone of voice across the platforms.
With the use of AI-powered tools, it is easier to track all the communication and text back to users 24/7:
- Chatbots;
- Social media management tools;
- AI-powered customer support.
Sharing Timely Content
The time when you share any content on social media matters. It can be a decisive factor in obtaining the most views and interactions per post. We can see that according to the Sprout Social Index 2023, 33% of the most memorable brands publish timely and trendy content.
On each platform, users behave differently. It becomes difficult to share the same content on multiple social networks, due to the fluctuations in active online hours.
Meanwhile, AI offers new solutions to this challenge. To deliver proper content within the most beneficial hours, you can use:
- Content recommendation engines;
- Scheduling and publishing tools;
- Social media analytics;
- AI content creation tools.
[Image Source Sprout Social]
Data Analysis Tools
To operate efficiently and timely, you need to know what to do. Data analysis tools help to process incoming information, define trends, highlight behavior patterns, and obtain other valuable insights.
The main difficulty is processing such amounts of data accurately. The wrong interpretation of metrics may lead to the development of marketing strategies with lower efficiency.
That is something that AI-powered tools won’t oversee. Analytics algorithms are fast to investigate all the information and provide all the results with insights. As marketers spend less effort on manual data processing, they can devote their time to developing the most efficient solutions.
Crisis Management
Nobody is protected from mistakes. However, it is possible to prevent them through the timely detection of potential crises and mitigating them. With real-time response to issues, you can prevent further escalation and damage.
The main difficulty with crisis management is how to detect it early, especially when you are present on multiple social media networks. The larger a company is, the more resources it needs to ensure a timely reaction.
AI-driven systems are not only pivotal in managing real-time social media crises but also enhance broader aspects of customer interaction. By leveraging insights from AI in customer experience, companies can understand how AI tools transform user interactions into personalized and satisfying experiences. These technologies ensure swift, accurate responses and maintain customer engagement, underpinning successful social media strategies and overall customer satisfaction.
The AI solution is quite effective. With the power of natural language processing, artificial intelligence can monitor conversations and interactions. Its automated alerting ensures fast notification of any rapid changes that lead to potential crises. As a result, you can effectively and rapidly react to such situations.
AI significantly impacts social media and extends its benefits to the AI in telecom sector. In telecommunications, AI boosts network management, enhances customer service with real-time processing, and improves resource allocation. This results in improved service delivery and customer satisfaction, highlighting AI’s essential role in telecommunications.
Enhanced Engagement Via Communication and Optimization Strategies
To ensure real-time engagement, companies need to enhance their interaction with users. They don’t want to be treated like numbers. Therefore, it is crucial to optimize communication with personalization. That can be achieved via several approaches.
Being Authentic
The audience needs to trust the brand for better engagement. Transparency and authenticity in content and communication help build deeper connections between a brand and social media users.
[Image Source Marketing Charts]
The challenge of remaining authentic is maintaining the human touch and avoiding automated responses. Chatbots are quite common to ensure rapid responses, but they influence user perceptions of a brand.
The benefit of AI here is that you can provide fast, automated responses while sounding human-like. Advanced NLP provides high-quality and authentic interactions reducing the impersonal tone of voice.
Community Building
Online users like to be a part of a community to share similar tastes, experiences, and preferences. Building a community of the brand’s customers helps to engage them in further interaction and increases their interest in upcoming goods.
[Image Source Amity]
The difficulty of community building is to identify key members, moderate discussions, and provide new engagement subjects.
Artificial intelligence can accomplish these multiple tasks effectively. Advanced algorithms allow for finding influencers, while automated moderation tools manage discussions by filtering inappropriate content.
Content Curation
To engage users on social media, you need to provide relevant insights. Content curation approaches involve finding valuable information and presenting it properly.
[Image Source Sccop]
The main struggle is the required time for searching for the correct data. Additionally, it must be presented to maintain the brand’s tone of voice and resonate with the audience.
AI capabilities greatly save time in discovering proper information that corresponds to the latest trends. Then, it can personalize recommendations, ensuring that our audience receives the most relevant content.
Hiring a business plan writer ensures that your plan is professionally crafted, aligning perfectly with your brand’s tone and resonating with your target audience. Additionally, a business plan writer can save you valuable time, allowing you to focus on other critical aspects of your business
Customer Journey Mapping
Customer journey mapping is about tracking and understanding customer behavior at all stages, from visiting a platform to purchasing a product. Then, by enhancing all of the steps, you gain multiple benefits, including several of these:
- Enhanced customer experience;
- Elevated engagement;
- Increased consumer loyalty.
Meanwhile, analyzing all the touchpoints and figuring out the crucial ones remain difficult.
That is not the case for artificial intelligence. With analysis of customer social media behavior, it is easier to predict needs and satisfy them.
A/B Testing & Optimization
To maintain high-quality content and user engagement, you need to know, which format or approach is better. With A/B testing, you can check the effectiveness and continue with the most beneficial variant.
While obtaining results from testing, it becomes difficult to accurately interpret results. Moreover, continuously optimizing content according to insights is resource-intensive.
By automating this process with AI, you save time and your workforce. Strong analytic capabilities allow artificial intelligence to provide testing results quickly. Additionally, it continuously learns, leading to more refined insights in the future.
Advanced Benefits for AI-Powered Social Media Engagement
AI-driven systems and powered tools offer multiple benefits that help increase real-time social media engagement.
- Personalization of content focuses on behavior, preferences, and demographics to tailor recommendations and ensure engaging experiences.
- Predictive analysis provides insights into possible future trends and preferences among the audience, allowing you to prepare for changes proactively.
- Real-time optimization helps to keep content up-to-date with the possibility to automatically respond and manage crises without damaging social media engagement.
- Compliance and risk management are much simpler with AI algorithms that provide timely notifications and ensure adherence to legal regulations.
- Ethical considerations help build users’ trust and loyalty, as AI can integrate moral principles and values.
To Sum Up
Maintaining real-time social media engagement is a long road with multiple challenges. However, artificial intelligence has already transformed it. AI-powered tools provide fresh solutions with higher efficiency, even though they are not perfect yet. It just means that there is plenty of possibility for further technological advancements in artificial intelligence, which we should embrace and benefit from.
