Everyone can't live without social media. According to Pew's research, in 2015, 65% of Americans were using social media, and the number was quite amazing. In the United States alone, the number of people using social media exceeds 200 million, which is equivalent to the number of pets. (That's why the Internet is full of pictures of pet cats.) Worldwide, more than 2 billion people use social media, twice as many as cars. If you operate a brand, especially a brand that is closely connected with consumers, you cannot ignore the customer's social media information.
More and more social media content to be screened. Users upload more than 347,000 items to Twitter every minute. On Facebook, users upload "like" information more than 4 million times per minute. This summary sounds shocking, but anyone who runs any social media knows that the actual situation is even more shocking. That is to say, even a medium-sized social media company may have hundreds of thousands of visits during an ordinary day. At peak times, there may be thousands or tens of thousands of visits a day.
Social media workload has reached its limitSo hire more and more social media teams? Do not! In all industries, about 60% of brands, even the largest brands, employ no more than three social media teams. These social media teams are overworked and overwhelmed. And if you want to create compelling content and want to modify your online marketing strategy, they must spend a lot of time observing social network dynamics and resolving emergencies.
Usually, if the task is too heavy, we will turn to automation. However, previous automated attempts on social media led to confusion. Every time, social media authorizes the machine to communicate with people, the machine is in a weak position, and ultimately the customer will feel that the social media is too stupid.
That's why social media is turning to artificial intelligence. Strictly speaking, interactive information is prioritized by importance, so managers are more productive.
In the following three ways, artificial intelligence is compared with humans:Natural language understanding still requires humanity. Artificial intelligence cannot generate or even truly understand natural language. Artificial intelligence clearly cannot understand the cultural background, nuances, irony or humor in human language, and only one can do it.
Big data is amazing. On the other hand, artificial intelligence can obtain information that is not easily available to humans, such as what tools are used to send Weibo, whether it implies dangerous connections, whether the sender is human or not.
Artificial intelligence has an advantage in performance. Artificial intelligence may not be able to handle everything perfectly, but it has excellent performance in what it can handle, which greatly reduces the burden on humans.
For social media, artificial intelligence is like a spam filter.
The intelligent agent can tell you who to respond to, who can be ignored; tell you which posts are sent by real people and which are sent by the machine; tell you which of the received messages are for help and which are simple responses.
Smart agents can do more: put advanced user conversations at the head of the pending list to improve service quality; find the most enjoyable and unpleasant users; and guide you on how to make happy users more happy.
But social media experts may wonder: artificial intelligence will make me unemployed? Do not! Artificial intelligence can help you discover meaningful things, but it can't respond to you. Artificial intelligence can't write microblogs or truly understand interactive content. It will make you stronger, but it can't replace the essence of social media: people interact with each other.
The best way artificial intelligence works on social media is as spam filtering works for email. A similar mechanism is used to help users filter important messages and ignore spam. But the anti-spam system will never compose a message for the user or tell the user what the content of the message is.
The same applies to social media: artificial intelligence helps users find the most valuable and important interactions, but is actually engaged by humans.
Now, artificial intelligence is vital to social media.The last thing to learn about analogy anti-spam systems is to explore and optimize social media interactions through artificial intelligence, which is critical for community managers, marketers and customer service teams.
The number of social media networks will only grow, and the way people interact will only grow. Nowadays, the scale of social media is already very large, and in the future, it will only grow bigger and bigger.
It is necessary to make full use of computer-aided devices to maximize the development of social media interactions, just like the spam blocking technology in the mail system and the virus protection technology in practical applications.
At present, only artificial intelligence is applied to the initial stage of social media. In the future, there will be more applications.
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