Role of Artificial Intelligence in Social Media

The concept of Artificial Intelligence or AI is not unknown in today’s fast-paced digital world. What began formally in the 1950s has undergone some dramatic changes with the passing years and has become an inevitable part of the modern life fabric.

To offer some of the most incredible solutions to common IT problems and making functionalities faster, AI has been predicted to get embedded further into the devices in 2021. And the platforms, which could reap the endless benefits of AI in 2021 are social media sites.

As we all know, social media is not just about connecting with friends, families and near ones, but also a perfect platform to start businesses, find new clients, nurture the needs of the customers, etc.

How AI is used in Social Media?

Nowadays businesses focus on promoting themselves both online as well offline and invest a good amount of time and money to maintain their presence in the virtual world, especially on social media sites. And if you are wondering how they are doing so, then the answer is through AI.

Social media sites open a whole world to individuals and businesses and managing that world is not a piece of cake. Here comes the role of AI, which enables in finding out the latest trends, various hashtags, etc. to understand the behavior of the users.

To scale up their performances and businesses to a different level, top social media sites have adopted AI.

Influence of AI on Social Media sites

Artificial Intelligence

In simpler terms, social media sites use AI to-

  • Figure out users’ behavior
  •  Create social media post
  • Measure trends across various platforms
  • Write social media ads
  • Figure out what works best and whatnot, etc.

It is really interesting to analyze the actual impacts of AI on some of the top social media sites, and the way they have scaled their processes and businesses to the next level.

AI and Facebook

Artificial Intelligence

It is no surprise that Facebook uses AI to enhance its users’ experience. When comparing Google’s Deep Mind, and Musk’s Open AI, Facebook puts its whole focus on matching its AI with human intelligence.

Instead of making the machines just intelligent, Zuckerberg is keener in developing an AI system that has the intelligence of the human level. The Facebook Artificial Intelligence Researchers (FAIR) research on AI and Deep Learning to build the following:

  •  Deeptext
  • Auto image recognition
  • Machine translation
  •  AI Chabot, etc.

The AI, like Auto Image Recognition, has enhanced Facebook’s audience engagement by boosting its active user base from 2.07 million in the 1st quarter of 2019 to 2.49 million in the 3rd quarter. This behemoth social media platform uses AI not just to realize its users’ behavior but also to solve some of the biggest problems faced online, including hate speech, terrorism, nudity, fake accounts, suicides, etc.

AI and Instagram

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Instagram, powered by Facebook, uses the latter’s AI algorithm Deep Text to understand the context of a message. Much like Facebook, Instagram also uses a machine language that is nearly as good as humans.

Another area where Instagram’s AI algorithm has helped it a lot is in fighting cyberbullying and offensive comments. Instagram became the first to remove offensive posts automatically by using Deep Text.

AI and LinkedIn

Artificial Intelligence

Much like Facebook, LinkedIn has also been using AI for a long time to make everyday processes smoother. Since LinkedIn is majorly a site that offers a platform to make professional connections, its AI suggests connections, recommendations, and showcases ideal candidates to the employers.

LinkedIn has infused smart AI technology with its LinkedIn Recruiter product to create a hiring platform for professionals. It has enabled this site to connect, engage and manage people from the most qualified talent pool, and as a result, to date around 1.6 million professionals actively use LinkedIn successfully.

The smart use of AI has enabled LinkedIn to use a combination of machine-driven learning and human intent to work together in harmony. This combination, in turn, has been able to offer a personalized experience to the users.

More specifically, the use of AI has enabled it to offer personalized Jobs You May Be Interested In (JYMBII), which has increased the number of job applicants to 30%. Other AI-driven optimizations have increased LinkedIn’s InMail response rates by 44%, and recommendations in feed by around 15- 20%.

Pros of AI in Social Media

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  • Increase in customer engagement: One of the most prominent pros of using AI in social media is an increase in audience engagement. Businesses can understand customers’ behavior in a better way and offer them personalized products and services.
  • Social Media Ads: For marketers, social media ads are one of the best ways of attracting customers. And the usage of smart AI tools makes it possible for marketers to get optimized Facebook and Instagram ads without spending time in writing them.
  • AI-powered chatbots: Nowadays, businesses run over social media and use AI-powered chatbots to communicate with customers and answer their queries.
  • Right messages for the right platforms: With the use of AI, businesses can develop creative and apt messages for the brand across various social media platforms.
  • Decrease costs: As AI can be partially as well as fully automated, it saves time and cost of labor-intensive tasks.

Final thoughts

So, AI is helping various social media sites to make combined use of machine-driven learning and human intent to manage a large pool of data, sense the latest trends, understand users’ behavior, and their interests. It is also helping brands and businesses to measure their daily activities and performances, thereby boosting their online marketing strategies.

Undoubtedly, AI has and is making immense contributions to the development and booming of social media sites, which is expected to get more refined in the near future.

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