Where will AI social media skills take your social workflow?

[shaownhasan]

Social media listening can uncover trends among your audience. The Scout Agency used it to discover an interesting trend among Georgia-based customers of their client, Martell: They were mixing the brand’s cognac with sweet tea. They used this insight to introduce a Martell and sweet tea cocktail at Atlanta Falcons games. The drink became the top-selling cognac cocktail at Mercedes-Benz Stadium.

Not all trends are positive. Social listening can help you identify an issue bubbling up before it becomes a brand crisis. Purdue University used Sprout’s Social Listening tools and alerts to detect spikes in certain topics car owner data and get ahead of potential issues.

A screenshot from Sprout's platform that demonstrates message spike detection. In the screenshot, you can see the Smart Inbox and a message alert that reads: We started detected a spike 5 minutes ago.
Reclaim time for human-to-human connection
There are often so many tasks to balance that you’re left with little time for the “social” part of social media.

AI tools can free up time for social teams to connect with each other, and other teams who could benefit from social media intelligence. As Jeff puts it, “By using an AI tool, social media teams can do more of what they’re excited about. When was the last time you had free time to talk to teammates about what they want to do on accounts, and what gets them excited?”

This extends to your social customer care efforts, too. Using chatbots or AI-generated responses for FAQs frees you up to get creative with audience engagement and focus on high-level issues.

And for social media marketers nervous about getting called out for AI-generated responses, remember: AI should never be alone behind the wheel. You’re in charge. Lean on AI to draft responses, but lean on your editing skills to humanize them.