How to run company social media with AI tools?

Is AI already a fully-fledged member of the marketing team? Its tools can analyze trends, create engaging content, optimize ads, and even interact with customers. How can you benefit from this? Which tools are best to use? We explain below, so read on.

AI in social media marketing

AI entered the collective consciousness relatively recently, in late 2022 with the public premiere of ChatGPT. Although subsequent professional AI-based tools began to appear quickly, it became stereotyped as a toy. For people not professionally involved in digital marketing, AI is still seen as a curiosity or a tool for quickly generating content of dubious quality.

Meanwhile, the skillful implementation of artificial intelligence in a social media strategy can bring tangible benefits. It won't replace human creativity, but it will save time. For example, by automating repetitive tasks, such as scheduling publications, analyzing data, or moderating comments. Moreover, it can increase conversion rates. AI enables precise audience targeting, content personalization, and real-time ad campaign optimization. As a result, content can be more engaging, respond to current trends, and ensure a consistent brand voice and style. AI can help monitor competitor activity, and even find influencers that match your brand's image, or run a loyalty program (this solution is used by Sephora, for example).

AI tools supporting social media management

As mentioned, recent years have brought dynamic growth in AI tools. Below — divided by function — we list those worth knowing and implementing in your strategy.

AI tools for generating texts and social media posts

“Treacherous muse, sometimes she's here, sometimes she's not.” ChatGPT, Jasper, or Copy.ai don't know this saying and never have a problem with a lack of inspiration. These tools quickly generate content tailored to the audience and trends. When you enter the appropriate prompt (more on this below), they create posts for Facebook, Instagram, platform X, or scripts for TikTok videos.

Tools like Writesonic or Copysmith can analyze content effectiveness and suggest improvements to increase audience engagement. For example, they can perform SEO optimization.

Remember to verify the reliability of information before publishing — you can ask for the data source or find it yourself. Keep in mind that blindly publishing everything that AI suggests can bring a lot of problems if the information turns out to be untrue.

Chałkoń, Pixar Style, and other trends in AI-generated graphics

AI is changing the stock photo market. More and more brands are abandoning classic stock photo libraries in favor of generated graphics. With tools like Canva, DALL·E, Midjourney, Adobe Firefly, or Stable Diffusion, it's simple, intuitive, and fast — generating high-quality images, perfectly tailored to the brand's visual identity can be faster than searching databases for the perfect shot.

Generating graphics allows for the creation of illustrations consistent with current trends and stylistically coherent with the brand's creation. The same goes for video materials, which you can create using tools like Lumen5 (a platform using AI to automatically create videos from text), Synthesia (creating videos with virtual avatars), or Pictory (automatic conversion of articles and posts into short films).

Optimizing advertising campaigns in social media

AI tools will help in targeting, analyzing effectiveness, and automatically adjusting ad content. It's worth checking, for example, the capabilities offered by the Emplifi platform, which uses AI to analyze data, recommend the best content, and optimize the advertising budget. In addition to it, it's worth reaching for AdCreative.ai to generate ad creatives, Albert AI for automatic PPC campaign management, and Revealbot, which dynamically adjusts budget and targeting in Meta Ads and Google Ads based on real-time results.

AI capabilities in social media management

Planning, publishing, and analyzing content on various platforms such as Facebook, Instagram, or LinkedIn is the domain of Hootsuite — a tool that allows for comprehensive social media management. It offers features for automating posts, analyzing results, monitoring audience activity, and recommending optimal publishing times.

Brandwatch, on the other hand, is a platform for social media analysis and internet monitoring. It enables tracking brand mentions, analyzing sentiment of comments, and identifying trends.

How to write to AI to be understood — the perfect prompt

A prompt is nothing more than a command. A message with guidelines that you direct to artificial intelligence. It can be a question or an instruction. The more precisely you formulate the prompt, the better the response you'll get. So it's worth knowing how to write to AI to maximize its capabilities. Here are the characteristics of a perfect prompt:

• define the role of GenAI — artificial intelligence can "take on" various roles, e.g., writing as a copywriter, data analyst, writer, youth influencer, teacher, etc. If you assign it a specific function, it will better tailor its response. Example: “You are an experienced copywriter, you write business texts. Write an article about trends in AI marketing”;
• provide context — specify the purpose of creating the content, where it will be used, whether it relates to a specific industry, event, product, or service. Example: “Prepare a LinkedIn post for a marketing agency about the future of AI in social media, referring to a blog post on the topic”;
• describe who the message is addressed to or ask AI to define the target group. If you know what tone the post content should maintain (e.g., humorous, ironic, serious, business), include a request for such style in the prompt. Example: “Write an expert article for online store owners, showing how AI can increase sales. Formal but accessible style”;
• define the response format — write whether it should be in the form of text, table, list, graphic, video (depending on the tool used);
• if the query concerns creating a graphic (e.g., in DALL·E, Midjourney tools), describe exactly what it should look like: what image composition to use, what should be in its focal points, what colors it should be, whether a specific artistic style should dominate (e.g., manga style, minimalist, linocut, art deco, mockup, scene from a movie, etc.). Example: “Portrait of a dignified cat in the style of Renaissance oil painting. The cat has long, fluffy fur and wears a richly decorated velvet coat with a lace collar. In the background a classic Renaissance setting — dark background, soft light and shadows in the style of masters like Da Vinci or Rembrandt”;
• if the query concerns creating a video (e.g., in Synthesia, Runway AI), describe it similarly to a graphic, adding information about preferred camera movement, pace, visual effects.

Also remember that the language you use in communication with AI should be concise, unambiguous, and specific. Avoid generalities (e.g., “Write something about AI”) and ambiguities (e.g., “Give examples from recent times” — the concept of “recent times” is relative).

Company social media and AI capabilities. Summary

It will analyze historical posts, assess their effectiveness, suggest catchy hashtags, write a post, generate a graphic for it, and finally recommend the best publication time. Artificial intelligence can be an invaluable support in a social media strategy, automating processes and helping to optimize content. With AI tools, companies can operate faster and more effectively.

It is impossible to fully utilize the potential of artificial intelligence in marketing without investing in appropriate technological solutions that will allow testing new strategies. If you plan to develop your business in this area, check out finansowanie dla firm, which can help implement advanced tools. You can obtain up to 150,000 PLN for them.