06 Nov The impact of Artificial Intelligence on Social media
Social media platforms like Facebook and LinkedIn must use AI to make sense of the sea of human data coming at them.
With an estimated 2.77 billion social network users around the globe, social networking platforms possess an unimaginable amount of data. The reach of social networks is expanding at an alarming rate around the globe in 2019. These figures will continue to grow. Social media provides aphenomenal amount of user-generated data.
This is where the role of Artificial Intelligence (AI) comes into play. AI is an area of computer science that aims to decipher data from the natural world often using cognitive technologies designed to understand and complete tasks that humans have taken on in the past.
Before we understand the use of AI in social media, it is important to debunk certain myths about AI:
Myth 1: AI Means Robots
This is one of the most widespread misconceptions about AI. It is not a fancy name for robots. It does not mean robot moving or talking just like humans. AI uses algorithms in computer programs to execute tasks which require intelligence of humans. Very often robots are controlled by a set of AI algorithms.
Myth 2: AI Can Run Entirely on Its Own
Due to robust programming, many people believe that AI can run, function and execute programs entirely on its own. However, AI requires the human touch.
Myth 3: AI Will Eliminate Jobs
AI will replace humans. Well, not exactly. Artificial intelligence is actually meant to collaborate and work with humans, transforming several job categories and creating new roles. It will bring together decision makers, businesses and communities to ensure business processes are managed in a seamless manner.
The Role of AI in Social Media:
It is an era of social media. Whether it is about reaching out to new clients or nurturing existing business relationships, social media has become an integral part of interacting with businesses, influencers or customers. Effective social media management helps enhance brand’s strength and increase social media conversations. It is an efficient way of engaging millions of social media users. AI helps analyze voluminous data to identify trending topics, hashtags and patterns to understand user behavior.
AI algorithms can monitor millions of unstructured user comments to understand crisis situations or trends to provide a personalized experience. With effective segmentation, AI can help provide content based on online activity and demographics. Many social networking sites have acquired AI businesses to move to the next level.
A variety of companies that offer online marketing services are exploring new ways to use social media with AI as well. They have started using AI to identify new demographics to target based on previous conversions. These AI tools rely on predictive analytics algorithms, which can extropolate information on all known users in a given social network.
AI-based Image Recognition:
In the era of social media, images are the effective tools to engage people and can help identify consumer behavior patterns. AI-empowered software recognition tools can help gather actionable insights to understand shift in user patterns through millions of images posted on social media.
With the sheer amount of images being posted every minute, it would be very difficult for a person to notice an opportunity like this today on social media without the help of AI.
Future of Artificial Intelligence
Several social networking giants such as Facebook, LinkedIn and Twitter have started using artificial intelligence techniques to enhance deep learning capabilities. The use of artificial intelligence has helped drive innovation in several connected fields. AI is quickly transforming the way social big data is used for insights.
With more than two billion monthly users, Facebook is using artificial intelligence to flag posts automatically that show expressions of suicidal thoughts for human moderators to review. Facebook has enhanced its program to allow human moderators to review 20 times more suicidal posts, and Facebook is sending its suicide prevention materials to twice as many people. Although in nascent stage, the company is deploying updated systems in different languages to improve suicide prevention on Instagram.
LinkedIn uses Machine learning and Artificial Intelligence for almost all its products. With almost seven million open candidates, LinkedIn offers biggest pool of candidates for a recruiter to contact and connect with highest response rate. LinkedIn uses algorithms with the capability to predict users who are possibly the best fit for the role. Using AI algorithms, LinkedIn can highlight candidates who are most likely to respond or seeking new opportunities.
LinkedIn drastically changed its job-matching algorithms to improve performance. To be precise, it leads users to two million more (job) applications than before.
Twitter recently launched an update to its service using Artificial Intelligence that crops an image using face detection or creating a thumbnail from an entire image. With neural networks, Twitter can decipher which part of the image user would be interested in. The neural crop system is applicable for faces where the crop could cut out faces in portrait shots, whereas the AI-based image recognizes important part of faces and puts that in the preview.
Artificial intelligence in social media is gaining prominence. While AI can never replace human interaction between brands and customers, it is helping create a bond. It is now up to marketers to create conversions and reach out to maximum social media users with AI
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