AI: a tool for social media marketers, not a magic solution
I’ll start with an unpopular opinion about AI for social media marketing. AI is not a magic solution to all social media marketing content dilemmas. It is a tool, not a replacement for authenticity and connection in marketing.
It is too easy to see AI tools as the solution to everything. Need an email? I’ll get ChatGPT or Magai to write it. Original images for Instagram? MidJourney can do that. Busy week and not sure where to fit everything? Motion has your back. But is this the best way forward? Will we look back in a few years and wonder why everything feels slightly ‘off’?
As humans, we seek connection. Even when we see what we know is marketing material, we seek to feel something, connect in some way with what we are reading, and feel like perhaps the person who wrote it had us in mind. This is why know, like, and trust, are the building blocks of a good marketing strategy.
Sound just a little bit different to the way you do in videos? Don’t think anyone will notice an extra finger on your latest images? Even if your audience doesn’t see it, they will feel it, and that ‘off’ feeling does not bode well for your business.
All that said, I use some of these tools, and I encourage some of my clients to use them too. I think they enrich the quality of my work and are a part of the future we should embrace. We just need to remember they are tools, not complete solutions that should replace real people.
Authentic AI for social media marketing
AI can get a bad rap when it comes to authenticity but it is possible to use it and remain true to your brand. These introductory AI ideas are a great place to start.
Cure a case of ‘white page’ with idea generation
Whilst plenty of paid AI programs and apps focus on social media content, I find even a free chat with ChatGPT can cure a case of ‘blank white page’. Remember to tell it who you are and who you are targeting, then ask specifically for social media post ideas. Use it like a chat with a colleague to get ideas flowing.
Edit or improve drafts or outlines
Drafted something quickly, but it didn’t hit the mark? Drop it into ChatGPT, tell it your goals and ask for feedback. Old school early AI like Grammarly is another great editing tool.
Tip: There are an ever-increasing number of AI tools available. I am focussing on ChatGPT for ease of (free) access. I actually love Magai because for around $20 a month, I can access multiple tools in one (including the latest ChatGPT), save multiple prompts and personas, and save my conversations into easily retrieved folders.
Answer simple questions while you sleep with chatbots
These little computer codes allow your business to have a ‘conversation’ with potential customers while you are away from your computer. Many of these work on keyword recognition to reply with pre-provided answers, but some can now read the content you link it to and provide answers accordingly. Chatbots are a great option if you have a lot of repeat questions coming through social media messaging. However, it does help authenticity if you are upfront about using a ‘digital assistant’ and offer a ‘real person’ reply within a specified time range if the customer requires one.
Use AI for social media with these prompt ideas
Repurpose content
Do you have some high-performing long-form content (blogs or articles) on your website that’s still relevant? Repurpose with ease by prompting the free version of ChatGPT: ‘Can you write an enticing LinkedIn Post summarising the content of the following article into a few key points?’.
I tried this on my recent YouTube article and got this gem, which I would tweak a little, but it beats looking at a blank page for hours:
🚀 Exciting journey ahead for all the budding content creators! 🔍 Uncover the secrets to crafting engaging social media videos on YouTube, even if you’re just starting out. 🎥 Embrace the learning curve, leverage [unique angle], and watch your channel soar! 🚀 Dive into the deets here: [Link] #YouTubeBeginners #ContentCreation #SocialMediaSuccess
Tip: Even the free version of ChatGPT allows you to set up custom instructions with your profile. Use this to explain who you are, your tone of voice, and what you are trying to achieve overall in your business to improve your results.
Ask for ideas
Play with this and make it your own, but as AI gets smarter, it gets easier to communicate your needs. Beat blank page blues with a simple ‘ChatGPT, can you provide three simple and creative social media post ideas suitable for a <insert business type>?’
I got three great responses, but this was my favourite as a dog lover!
Pet of the Week Showcase 🐾
Feature a different pet each week – it could be a customer’s beloved furry friend or an adorable pet available for adoption. Share a photo along with a brief, heartwarming story. Encourage your followers to submit their pets for a chance to be featured next. Use a catchy hashtag like #PetOfTheWeek to create a sense of community.
Draft simple content
Sometimes marketing is marketing, and not everything can be live and personal. Try prompting something like this for your business, ‘Can you act as a social media marketing expert and write me five short Instagram posts to inspire my customers to purchase Charlie’s Chocolates? Charlie’s chocolates are vegan and as good for you as they are for the planet. Write in an entertaining and informal tone please.’
As we have been clear about tone, social media platform, the goal of the post and our unique selling points the results require very little editing as long it nailed your brand tone.
My favourite (and it even came with hashtags to try!):
🍫💚 Guilty Pleasure, Guilt-Free
Indulge in the velvety goodness of Charlie’s Chocolates, where every bite is a guilt-free affair! Because saving the planet never tasted so sweet. 🌿😋 #TreatYourselfRight #EcoFriendlySweets
We could go all day about great prompts, but the key is to give as much detail as possible, much like you would to a new starter in your company. And don’t be afraid to play and ‘talk’ to it like a ‘person’. The important thing is to ensure all content you publish aligns with your branding, marketing strategy, and uses hashtags relevant to your customer persona at the target stage of their customer journey.
Please, thank you, and things to watch out for when using AI for social media
Laugh if you will, but I know a robotics student, and she assures me that if you are courteous with AI, you will get better results. Whether it will save you when the robots take over the world… only time will tell.
But more seriously, here are my top 6 things to watch out for when using AI for social media marketing.
- Brand voice consistency
Never post something written by AI without at least reading it first. Even the best prompts and the cleverest answers require checking. Make sure it sounds right for your audience and aligns with your brand style guide, values and personality. Add (or remove) the finishing touches to ensure it perfectly captures your brand. - Nuance and sensitive topics
Nuance might be as simple as region-specific language or as complex as getting the terminology in your niche correct. Sensitive topics are even more important. Be careful to check for context to avoid potential misunderstandings or misinterpretations by AI. - Plagiarism
AI tools use content they read from the internet, so while they constantly improve how they analyse and create new content, there are still risks. I like to use Grammarly’s plagiarism-checking tool to make sure that great line didn’t come (worst case scenario!) almost exactly from a competitor’s website. - Privacy and data regulation
As the AI arena evolves, so too are the privacy and data regulation rules surrounding it. Stick with the big names and the reputable platforms that value user privacy and comply with data protection regulations. - Images
If you must play with images, I say avoid creating human images completely using AI. Changing the colour of your shirt is clever if you do it well, but having artificial intelligence create photo-like images of people based on what it finds online or editing images of others raises ethical questions that I prefer to steer clear of. - Stay strategic and review your metrics
AI for social media is a great tool but watch your results. Look out for changes in engagement levels, complaints, or unexpected questions. Make sure your prompts align with your marketing strategy to achieve your goals.
Keen to hand your social media marketing over to the experts? Book yourself a free 15-minute consultation with The Social Nest today.
