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Jason Debacco

How Social Media and AI Will Work Together

December 20, 2017 by Jason Debacco

Marketers are always searching for new and inventive ways to understand and target leads with even greater detail.

We’re still getting to grips with marketing automation platforms and social media management, but now it’s Artificial Intelligence (AI) that’s really capturing the imagination of marketers. In fact, society as a whole is awakening to the potential that AI will have on all of our sectors and industries, but its place in pop culture is still very much at the ‘bow down to your robot overlords’ stage.

What lots of businesses are working towards is a healthy balance between human intelligence and AI – when integrated intelligently, social media and AI will be able to accurately tap into user behaviors and deliver better personalized content. The amount of social data, social channels and social influencers out there means marketers are looking to AI-based tools to provide precision.

And it’s clear that we’re only just scratching the surface with AI, but let’s look at some of the ways that social media and AI will and already do work together.

 

Content Creation

Content marketing is the cornerstone of most marketing strategy and delivering relevant, timely and valuable content is more important than ever. Users are looking for content that addresses their personalized pain points, interests and preferences.

Slack bots can be used to identify user generated social media content, analyze the chances of success for each piece of content and even create content too.

Look at Watson from IBM – an AI platform that uses machine learning to process data and perform tasks. Watson’s installed in Lately’s platform and allows marketers to repurpose blog posts and create months’ worth of posts at the click of a mouse, saving time and money. It tags and organizes content in a file library for easy reference too, with bulk scheduling capability and a multi-channel publisher.

As well as being a content creation device, AI can improve management processes too – David J. Strachan, IBM’s Principal Offering Manager says that “leveraging a set of Watson cognitive services can help marketers get their arms around their content”.

It’s also possible to optimize your content more effectively and use AI enabled tools to identify which content justifies promotion or added focus.

 

Intelligence Gathering

Generating data through social listening is gold-dust. AI platforms can scour across social channels and find valuable customer insights to turn into actionable steps. The gathering, interpretation and analysis of data can be made into a much easier and seamless process. 44% of executives believe that AI’s biggest advantage is “automated communications that provide data that can be used to make decisions.”

Being able to filter information and use it intelligently can make or break the success of a marketing campaign and allows you to target the right people, in the right place and at the right time. Improve conversions and cut through social noise.

The buying personas that you create for your customers can be strengthened with AI and your brand can deliver more personalized content to your target customers.

 

Customer Service

Delivering quality customer service is paramount for any modern, growing business and leveraging social media to respond to enquiries is a good use of resources and budget. According to TechCrunch, more and more consumers are turning to social and mobile channels to solve their problems with a service or product.

Customers want responsive customer service when they interact with a brand and AI can help to identify queries, prioritize them and answer certain basic questions too. Chatbots can achieve a faster query resolution in the right context and crucially, AI can help to make customer service agents’ roles easier, less stressful and more productive.

Social media channels are full of spam, bots and fake profiles too, which we’re learning about all the time, so if AI can help to rid channels of disruptive influences and make it easier to identify legitimate customers then it’s a welcome move.

 

Social Influencers

The last few years have seen the rapid rise of the social media influencers and their marketing capital has been boosted by the significant success they can bring to the right campaign.

Brands tend to identify influencers themselves and target individuals that they feel are the right fit for their business and who will attract their target audiences. This can have its drawbacks though and it can take a lot of time and effort to find the right influencers for a project.

There are now tools such as InsightPool, which use AI tech to help brands find well-matched influencers. They can scan over 600 million influencers across social media platforms and use defined variables to find the right fit, personality and characteristics to suit a brand.

AI can reduce the risk that a brand will pick an unsuitable influencer or someone who hasn’t got the right credentials and audience for a particular product and campaign.

 

AI and Social Media’s Future

AI is already helping marketers use social platforms in smarter and more focused ways and it’s inevitable that tools and software will be able to add increasing value to marketing strategies.

Customers are still looking for authenticity and trustworthiness, so a humanized marketing approach remains important, but AI allows your brand to do this in a more effective way and with extra impact. Without a doubt, there is huge growth potential for brands and marketers.

Filed Under: Blog, Uncategorized

Lately Featured on Product Hunt

December 17, 2017 by Jason Debacco

“Lately has done a great job of adding tools that other services offer, but with their own polish. But they also have included a number of tools (For example: their consistency scanner and report.) that you never knew were so indispensable until you used them in Lately. The price is well worth full access to the toolset and they keep adding great new features monthly.”

Lately – The All-In-One Marketing Dashboard – Product Hunt

Filed Under: Blog, Uncategorized

Because… Abracapocus.

October 18, 2017 by Jason Debacco

Have we got some, erm, hare-raising news for you. Hold onto your carrots. Here’s what’s happening at Lately this week:

1. Import Social Posts
Now import social posts from a CSV file (a.k.a. blood-sucking spreadsheet) to any of your connected social channels. Easily match your columns to our database fields, see a preview of each post before you import and import directly to Drafts, Needs Approval, Rejected, Approved or Queued.

2. The. Bryan. Kramer. For you. EXCLUSIVELY.
Thursday, November 9, 1 PM East/10 AM West, Executive Marketing Consultant, global TED speaker, author of two best-selling books and named “The Zen Master to Digital Marketers” by Forbes, H2H Human Marketing Club cofounder Bryan Kramer will conduct a world-class webinar, free, for Lately customers only. Save the date. More details TBD. You’d be batty to miss it.

 

3. “How to Create Quality Blog Posts Surprisingly Rapidly”
Hmmm, we thought, when we first read the title of that^ blog post scroll across our phone. You could do it the manual way (which is not surprising or rapid). OR the Lately way – with our Automatic Social Post Generator that turns any blog into dozens of pre-shortlinked and pre-hashtagged social posts. #TrickOrSoftware

 

“Newport News” = a witch on a broomstick? It’s only seven minutes, watch it. And Happy Halloween.

Filed Under: Blog, Uncategorized

All Your Social Media Channels + Pinterest

October 4, 2017 by Jason Debacco

By “manage all your social media channels from one place,” we mean it. So a big giant thanks to those of you who’ve been so lovely about letting us know how we can keep improving Lately for you – including which channels we can keep adding to the list.Keep it coming. Here’s what’s new at Lately this week:

1. Connect Your Pinterest Accounts, Too
Connect and manage your Pinterest account alongside all your other social media channels. Because it’s so much easier when everything is all in one place. Plus, when everything is together, onboarding new team members takes seconds. A very good thing.

 

2. Manage Multiple Pinterest Boards
Choose which Pinterest boards you’d like to manage. Add multiple boards. Edit board profiles right from Lately. Easy-peasy.

3. Create and Publish to Pinterest
Create, edit, schedule and publish pins to the board you’ve connected. Submit pins for approval. Bulk-schedule multiple pins. All the usual Lately goodness you love, now, with Pinterest, too.

Separately, RIP Tom Petty. Our spreadsheet-hating elves have been paying tribute to him for the last 24 hours with their fave customer service theme song ever cranked at 11.

Filed Under: Blog, Uncategorized

Substitution, Mass Confusion.

May 24, 2017 by Jason Debacco

That’s the goal. But also, we dig left-handed guitar players. And heavy-handed direction. By popular request, here’s what’s new at Lately this week:

1. Export Your Marketing Scan
Download your marketing consistency scan right from your dashboard. Then share it with your boss or client, so they can instantly understand what needs to be fixed, why it matters and why you’re their new hero.

2. Bulk Schedule On Your Schedule
Now choose from additional 6, 8, 10 (ehem) Orr 12-day intervals between bulk scheduled social posts to better coordinate with the timing of your other marketing – like email, workshops, conferences, video, PR, radio and more.

3. Get Your 10% Subscription Discount
Save 10% by switching your monthly Lately subscription to annual.

Let the good times roll.

Filed Under: Blog, Uncategorized

Brains. Courage. Heart.

May 17, 2017 by Jason Debacco

Remember: you tell us what’s missing, what’s funky or what you’d love more of. We dust off our elf-sized ruby slippers and click those babies into gear. Here’s what’s new at Lately this week:

1. Add and Connect All Your Marketing Channels
Now, it’s even easier to add and connect any channel, assign a manager to that channel and note which password systems are in use. This way, not only is there one canonical list for anyone to quickly access but it’s also safely kept – on the off chance an employee gets hired away, a consultant’s contract ends or a house lands on your marketing manager.

2. Export Your Marketing Calendar
Create a PDF of your marketing calendar in one click, so that you can easily download and send to your boss or client.

3. Set Key Messaging Guidelines
List out all the messaging that gets reused often and stays the same – like your tagline, elevator pitch, the boss’ bio, boilerplate, mission statement or iconic homesick one-liner. Use it as a guide whenever you write new content, so that instead of re-creating the wheel, your entire team can just copy and paste.

Yep. There’s no place like Lately.

Filed Under: Blog, Uncategorized

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