Artificial Intelligence is Watching You: How Social Media Platforms Use AI
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Artificial Intelligence is Watching You: How Social Media Platforms Use AI


Artificial Intelligence
has revolutionized and transformed Social Media
in many innovative ways. With around 3 billion people
connected to various social media platforms, they are
generating a huge mass of data. Now the question is, “Why
should social media be concerned about all this
data floating around?” The answer to this question
is that this ‘meta – data’ is of great value
to social media platforms. One reason is that the social
networks can keep themselves relevant with times only if they keep
themselves abreast about the needs, wants and choices of the users from
multiple geographical locations. Another reason is that they get
to monetize this information when they share their platforms
with advertisers and marketers. AI is one single solution
for both these scenarios. The ever-increasing number of social
media users is the driving force behind the marketing and advertising
strategies used by the businesses today. Social media has those
capabilities that can be used by the advertisers and
marketers to communicate and influence customers
better than what they could achieve through
the traditional mediums. On their part, the customers too have
started looking at social networks as valuable sources of information
that can be validated and trusted. As per the Hootsuite online Survey
conducted by Harris way back in 2016, “59 % of Americans who
have a social media account agree that customer
service via social media has made it easier to get questions and
concerns resolved.” source: hootsuite.com Now with Artificial Intelligence (AI)
becoming an integral and inseparable part of social media as well as digital marketing,
it is changing the rules of the game. Businesses cannot afford to
ignore the ever appearing new and innovative
trends in modern times. Social media now is a productive ground
for the advertisers and marketers as it is offering them to use
Artificial intelligence to introduce real-life shopping
experiences for their customers. There are a few areas where
Artificial intelligence has already been helping Social media
marketing for quite some time. AI has successfully been acting
as a ‘Social Monitoring Tool’. The various social monitoring tools
help the businesses by tracking and collecting “Brand Mentions” happening
at different social media platforms. “Social Listening” is one
more important concept that is emerging in
the field of marketing. AI has all the capabilities
to help businesses‘listen’ more closely and efficiently
to their customers. The businesses can have a better
understanding about the profiles of their customers by using the data compiled by
the “Social Listening” features of AI. This information can also help
the brands to have more knowledge about the kind of competition that
is there in a specific industry. With all these important pieces of
information in place, the businesses can make relevant improvisations
in their marketing strategy. These “Social Monitoring” and “Social
Listening” tools can search and filter various interactions, taking
place on different social networks, based on keywords, hashtags,
location and language. The businesses can conveniently get
a track of this communication on social media and respond to them in
an appropriate and timely manner. For social media, “Content is the King”. So it is really crucial
that relevant, engaging and apt content should
reach its audience. AI can help social media and social
media marketers, in maintaining this appropriateness and timeliness in
content creation and dissemination. Artificial intelligence
offers a number of features for different activities
important for social media like Scheduling; Content Curation;
Analytics; Monitoring etc. Artificial intelligence has
the ability to help social media networks in different
stages of content management. Social media is supposed to
be a dynamic, vibrant, lively 24/7 platform of social
interactions and meetings. It is really crucial that
the content and information posted on these sites
should be always updated. AI provides the social networks
with “Auto Scheduling” feature. It makes sure that already created
and saved posts are automatically posted so that there are
lapses in content scheduling. “Bulk Scheduling” is another
feature of AI that ensures that a large volume of content is
scheduled to be posted at one go. This tool is a great help in cases when
there is a huge bulk of data that is ready to be posted, but there is no one
to do this because of different reasons. The Bulk scheduler assists
by scheduling many posts at the same and across
various social networks. “Live Video Streaming” is one more feature
facilitated by Artificial Intelligence. AI can resolve a number of video-related
problems for social media networks. For example, it can help by automatically
generating clips and checking whether the video content is appropriate and
relevant for the targeted viewers. Artificial intelligence is
developing the capability to track moving subjects
in front of the camera. AI enabled capturing devices can
be optimized to record videos that would be appropriate and
pleasant for the audience. In addition to “Live Video
Streaming”, AI will have an impact on “Real Time
Video Switching” also. A video switching device
is used to choose or switch between different
audio-video sources. With the aid of artificial
intelligence, these devices will be able to execute
real-time video switching based on the imaging data
like facial expressions, gestures, clothing
and color recognition. Artificial intelligence provides
“Social Media Analytics” that deals with collection, monitoring, and analysis of
data extracted from social media platforms. The aim of this exercise is to
facilitate online interactions between people from various
demographic backgrounds. AI is helping in realizing the concept
of “Social Media Intelligence,” which means making an effort to extract
practical and functional information from various social media platforms
consisting of rich contextual settings. This information can outline
solutions and designs for future improvements
in social networks. “Natural Language Processing” is
one of the aspects of artificial intelligence that aims at bringing
the machines at par with humans in terms of language
comprehension and processing. This can translate into application
of AI in areas like transcription, translation, interpretation,
captioning and audio description. Social media can hugely
benefit from this capability of AI as it is closely related
with all these activities.

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