Should you let AI run your social media?

Social media AI handling brand presence

Artificial intelligence logging into your social media channels and acting like your assistant may sound too good (or too science fiction-y) to be true. How can a machine possibly capture what you like or what your brand stands for? If  social media AI is allowed to automatically engage using a brand’s profile, won’t it just just spam followers? Or worse — post something offensive?

AIs already run your favorite apps

While a rude social media AI seems like a great idea for a TV series, we have come a long, long way from just spammy content. Take a look at your Netflix account. Netflix’s library has more movies and episodes than you can watch in Queen Elizabeth’s lifetime. Imagine having to scroll through the actual list alphabetically. You will have to go through thousands of entries before you find one movie that you like. If you had to go through this process every time, nobody would be on Netflix.

Netflix’s AI knows you, the viewer. Aside from recording your preference for crime shows the moment you set up your account, it also remembers all the serial killer documentaries you’ve clicked, browsed, and seen from beginning to end. So it knows what content to serve you more, resulting in you binging on true crime the entire weekend.

The same goes for Facebook’s algorithm. When you scroll through your feed, the Facebook AI takes note of the post that stopped you on your tracks. You probably liked what you saw. It also analyzes the links you click, the people you follow. Based on your interactions, Facebook predicts and prioritizes displaying posts and ads that will keep you glued to the app.

Twitter, on the other hand, lets you consume your feed in 2 ways: see the latest tweets first or see top tweets first. The latter is powered by an AI that highlights posts it thinks you’ll be interested in. On top of that, if you follow only a few accounts, Twitter will show you likes and replies of people you follow, as it attempts to hook you with more content.

AIs do these things so that companies can personalize your experience — and to get you to spend hours within their platforms.

AI as your social media assistant

Using the same concept that AIs on social platforms follow, you can increase your brand’s engagement by consistently serving readers content that will reflect their interests. If you are a business coach, you should like and share content on productivity, taxes, and ecommerce. If you sell pet food, your audience will be interested in pet grooming, nutrition, or animal welfare. When your audience sees posts that inform, entertain, or educate, they will stay tuned for the next thing that you want to say. Your brand will become familiar. This puts you on top of their minds the next time they need your product.

To get to the point of active audience engagement takes time and effort. For a lean business, it means that the owner will spend hours scouring the internet for content they can curate for their followers, equating to precious time away from product development, sales, or customer service.

A good solution would be to leverage social media AI in managing your social media presence. Pez.AI’s Natasha, for example, can take the reins of your brand’s Twitter account to like, share, and comment on posts related to your brand. As a result, you will attract eyeballs from Twitter users who fit the profile of your potential customers.

Will social media AI interactions be robotic and inauthentic? No. AI will interact as if you were operating Twitter yourself. First, it will learn from your previous interactions on Twitter. Much like Netflix getting to know your preferences through your activities. AI takes it a step further and learns your language when you tweet. In the case of Natasha, all you have to do is connect it to your Twitter account, and chill.

Social media AI Natasha interacts on Twitter as a brand

Pez.AIs Natasha will interact as your brand on Twitter.

Teaching AI to be your brand’s online persona

A social media AI will not magically lure new customers like zombies to brains. It has to have a brand persona — yours — to take after. AI will not read your mind. You have to teach it what needs to be done.

Common social media AIs walk you through an app wizard that asks you to input specific preferences: topics, keywords, hashtags, etc. With our social media AI example, Natasha, you will perform the initial interactions that appeal to your target audience. Natasha will infer hashtags and keywords from the content you interacted with. So manual keyword research will not be necessary.

Social media AIs can have a feedback system too. Natasha provides a report of its activities: posts it liked, replies to tweets, and retweeted content. It will then ask you to validate if it performed interactions as you would have. Natasha will use this feedback to refine its future behavior. So the more you train Natasha — through your past brand interactions and your participation in the feedback process — the better it will get at promoting your brand.

Should you let AI run your social media?

Yes — if you want to save time, stay on brand, and grow your following. While you attend to your company’s books, make sales calls, and bring your dog to the vet, it will process your entire Twitter feed and engage with your audience. Coach it right, and you’ve got yourself a valuable team member — who never needs to sleep or shower.


Interested in trying out social media AI?

Watch out for the launch of Pez.AI’s Natasha. If you want to get on the waitlist, sign up here.