Social media analysis and trend identification is an important aspect to any social media strategy. The insight obtained is fundamental in maximising social media results and with the help of AI, social media teams can gather details and process large amounts of data efficiently.
Data collection and processing
Like any other business strategy, social media marketing is most effective when your objectives are based on real data. The analytics we can gather from social media platforms can affect the overall success of a social strategy and help businesses make the most out of the time and resources invested into it.
These analytics can help organisations to customise and tailor their content to specific audiences and social media managers are able to identify what is working and more importantly, what isn’t working.
Though data collection is important, it can also be a time-consuming task- this is where AI shines! Automating the process of data collection and processing from a range of social platforms, AI can leverage a range of data sources for a deeper understanding of consumer preferences, emerging trends, and competitor activity.
Beyond traditional analytics, AI can also assist with Natural Language Processing (NLP), allowing organisations to gather more detail into the context and sentiment of online conversations, picking up on the tone of voice, emotions and even identifying the intended audience of a post- these are valuable insights that otherwise may go unnoticed.
Trend Identification
Trend analysis can help us to understand and decode consumer preferences and behaviours and organisations who are actively engaging with trend identification are able to optimise campaigns and boost ROI. Trends offer insight into public sentiment, consumer demographics, values and attitudes allowing brands to stay ahead of the curve.
Using AI to identify emerging trends is a efficient way to analyse vast amounts of text data and sophisticated algorithms are able to sift through chunks of data, identifying reoccurring themes, spikes in mentions, detect subtle shifts in language and even predict how online conversations might evolve over time.
Sentiment analysis is another powerful tool that AI can benefit from. Uncovering emotional undercurrents of discussions online, AI is able to identify sentiments surrounding specific events, topics and brands online. This allows brands to adjust any strategies accordingly, if needed. For example, a brand facing negativity on social media can make the most out the insights from AI to successfully identify the root cause and implement any corrective measures before the issue escalates.
Actionable insights
After identifying key insights from data collection, the next step is to create a plan of actionable insights. These insights are essential for driving business growth and innovation which is key to the long-term goals of a business.
The true power of AI-powered social media analysis comes from its ability to turn large quantities of data into practices that organisations can implement into their day-to-day.
AI-technology has the ability to track competitor activity and help brands gain the competitive edge over other businesses. By analysing data around brand perception on social media and providing important insights into the messaging, campaigns and overall image, businesses can identify and tap into potential opportunities and adapt their strategies accordingly.
Furthermore, advance AI tools can identify emerging customer preferences. This will allow organisations to refine approaches to customer services, tailor any marketing material and inform product development strategies. It is important to understand the needs and values of a brand’s target audience, and with AI’s advanced capabilities, brands can build stronger customer relationships and increase brand loyalty with these consumers. Monitoring is equally as important when it comes to identifying potential crises, brands will be able to mitigate damage and protect brand reputation before issues escalate, allowing for proactive risk management by identifying sentiment shifts online.
AI is a great tool to unlock the full potential of a brand’s social media strategy and by utilising AI powered analysis, brands can maximise presence online with data-driven decisions. AI technology can propel businesses forward in today’s social landscape but it is important to remember that AI is not a magic solution and ethical data practices and responsible AI use are paramount in achieving a more engaging online experience. It’s also important to remember that there are right and wrong ways to use AI – ultimately, it can only work with the information provided.
At Prohibition, we work with various brands across all sectors, B2B and B2C, to create innovative PR and social media campaigns that deliver real ROI and help meet business goals. Get in touch with us today to find out how we could support you with your Public Relations. Drop us an email: hello@prohibitionpr.co.uk or give us a bell on 0113 430 4160.
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