AI in social media — the way of using
Artificial intelligence (AI) is changing the world around us and discussing it is no longer necessary. Although many thought that the introduction of AI would be slow, it has been developing quite quickly. The fact is that AI is found in many of the technological things we use today, so it took over social networks as well. AI in social media holds the potential to transform how brands market across platforms like Instagram, Snapchat, TikTok, Facebook, LinkedIn and Twitter. It is a key component of the popular social media we use every day, and of marketing on those platforms.
The most prevalent use cases of AI in Social Media:
- Auto generating Post Content using NLG (Natural Language Generation)
- Managing Social Media Advertisements with AI Predictive Technology
- AI-powered sentiment analysis and auto-response through NLP (Natural Language Processing), ANN (Artificial Neural Network), and ML (Machine Learning)
- Spam Detection and Filtration by AI
- Optimizing Social Media Channels through AI
Instagram is currently the most popular application for posting photos. As we all know, it is a mobile application that allows you to create and edit photos and then share photos with your followers. Instagram, which Meta owns, has over a billion users today and it also introduced artificial intelligence into its system. The platform has implemented AI to improve user experience, filter spam and improve targeted advertising results. With the help of tags and trending, users of the platform can find photos or videos of a specific activity, place, event, restaurant, food, and any other information. This AI technology automates the removal of unwanted comments. It helps many influencers and public figures to avoid unpleasant comments on posts and live chats. Instagram officials develop highly accurate multilingual models of this artificial intelligence to display the most relevant comments for users in different geographic areas. Instagram also has a new feature in which it will use AI to inform its users if the content they want to post is offensive, or even violent so that users will have the opportunity to change their words before publishing. In translation, Instagram is using AI to combat hate speech and cyberbullying. It uses Deep text to identify these messages and posts and remove them from the platform.
Snapchat
Snapchat is an application for communication, viewing and exchange of different content between users, and it is based on sending pictures and videos using filters. In its golden age, Snapchat established many trends that are used by other social networks today. Filters are one of them. With the growth of users and investments in the application of facial recognition technology, filters have become extremely complex and detailed. The reason for such rapid development can be attributed to the fact that face recognition is based on AI, which, with each new face in the database, learns more about the possibilities of our expressions and movements. So we have different examples of using filters, such as 3D face positioning, face painting and replacement and masking.
TikTok
Although TikTok may seem like another fad, the app uses the latest technology, specifically, AI and ML. It is an application that allows users to watch and create short videos that are usually accompanied by popular songs. TikTok uses an AI-based recommendation algorithm to drive user engagement. It does not require the user to declare explicit interests. Users have the option to declare interests, but even if they don’t, users will find that the app quickly starts recommending the right videos within a short time of starting to use it. In other words, TikTok will release videos that they are interested in on the For you page in a short period of time. TikTok’s AI tracks every behavior as users watch recommended videos. Then, with the data the app tracks, it maps the user’s personality, highlighting emotions such as sadness, happiness, and anxiety, as well as other interests and hobbies. TikTok also uses AI to improve the user experience for consumers and creators, and the addiction that TikTok creates in users is a testament to the advancements in AI.
As we all know, Facebook is a social network for connecting with your friends, where you can post photos and videos, write statuses, follow what your friends are doing and join various groups. Facebook has its own artificial intelligence (AI) researchers, called FAIR, who work to analyze and develop human-level AI systems. It uses an AI tool called Deep Text to monitor comments, posts and other data generated on Facebook to understand how people use different languages, slang and abbreviations to learn context. Users are spread all over the world, and to remove these communication barriers, the applied machine learning team built an AI-based automatic translation system that helps people see translated posts in their News Feed. Another way Facebook uses AI is facial recognition, it has the option to suggest people to tag someone in photos. Facebook has also introduced chatbots into its application. Chatbot on Facebook is an AI program, capable of “talking” with people, giving them specific answers and possible solutions.
LinkedIn is a social network, which is meant to connect employers and job seekers and has also started using artificial intelligence on its platform. LinkedIn uses AI to identify and delete inappropriate user accounts, as it has a growing problem with the large number of fake profiles whose images are generated by AI. One of the first AI projects on LinkedIn was the People You May Know (PYMK) recommendations. Essentially, this is an algorithm that recommends to members other people that they may know on the platform and helps them build their networks. But, one of the most prominent ways through which members of LinkedIn experience AI is in the feed, which sorts and ranks a heterogeneous inventory of activities (posts, news, videos, articles…). To ensure relevance in the feed, it’s important that the algorithms consider the different nuances of content recommendations and members’ preferences.
Twitter is a social network that enables the exchange of short messages between users. One of the many ways Twitter uses artificial intelligence in its platform is to understand which tweet recommendations to suggest on users’ timelines. It aims to recommend the most relevant tweets to users for a better-personalized experience and increased satisfaction. Twitter also uses artificial intelligence to combat hate speech and cyberbullying. Twitter uses IBM Watson and natural language processing (NLP) to monitor and remove offensive messages that spread across the network. Watson also intercepts the tones in messages and the meanings of different visuals, so it can analyze millions of wrong and inappropriate messages per second. Twitter uses AI algorithms to suggest accounts for users to follow. These personalized suggestions are based on the user’s contact lists and their location, activities, accounts they follow, tweets they’ve interacted with… Twitter also applies AI to its ads, which allows different variables to be combined. AI allows Twitter to generate automatic ads based on a large number of variables, suggesting the most profitable one. It can automatically identify ads with higher CTR and ROI to achieve the best results with minimal investment. There is also a Twitter bot, which can perform tasks similar to those of a human user such as liking tweets, following people or sending specific replies. These bots are created and managed through the Twitter API.
In conclusion, we can say that on all social media platforms and every social media post, an artificial intelligence algorithm or machine learning system regulates how the content you create and the ads you buy are placed in front of users, often in ways that are not entirely transparent to marketers. All these examples and ways of using AI show that it is a fundamental part of the functioning of today’s social networks.
Literature
What Is Artificial Intelligence for Social Media? (marketingaiinstitute.com)
How AI Is Impacting Operations At LinkedIn (forbes.com)
Top 5 Use Cases of AI in Social Media (thinkml.ai)
Kako umjetna inteligencija pomaže i odmaže kroz društvene mreže | Balkansmedia
