Users generate a great deal of content on social media. This content provides vital information about their personalities, needs, and desires. Crawling and analysing the content enables new ways of personalizing services, customer support and recommending the right products. With Artificial Intelligence (AI), you can even create an algorithm that will automatically generate content that matches your audience’s needs. Decide to use AI today, and say goodbye to wasting money tomorrow.
Analysing your target customers’ digital footprint helps you take your business to the next level.
Customers expect companies to know their needs before prior contact
Every time we create, like, share, react or browse posts, pages or groups on social media, we leave a digital footprint. We tend to spend our time on things we are interested in, which means that our digital footprint represents our interests and preferences. It will also give information about our reactions and behaviours. For the past decade, tracking your users’ activity on your website has been a top priority. This helps you figure out what your customers are doing on your website, what generates leads, and what kind of content the customer has been reading before contacting you. Even though it is still important, the truth is, a lot of prospects will not visit your website that many times, or not even at all. But, they can be exposed to your products and services on different social media platforms that they use multiple times a day.
According to Marketo, 79% of consumers report using promotions and offers only if they are personalized into their needs and previous browsing behaviour. If you can show a prospect content that they are already interested in, you will increase your chances of making them your customer. We all have experienced the sensation of searching for a product, for example a new phone, and suddenly seeing advertisements on social media only around phones. In no time, you will get emails and YouTube-video recommendations about different phones. Evidently, many of us end up choosing the site or the product with the best, most personalized advertisement. It is estimated that by 2020, half of consumers expect companies to consider their needs and recommend relevant products and services before the initial contact. What this means is that customers expect you to be a step ahead. You need to know your prospects’ individual needs even before they have heard about your company.
AI tracks users’ behaviour and language
Artificial intelligence manages to gather loads of information on social media. The information extracted can be roughly divided into two main categories: linguistic and non-linguistic information.
1. Linguistic information
Linguistic features such as status updates, comments, captions, emojis and other textual content on social media, inform us what kind of words people use. These words are seen to represent the person and personality that is behind the text.
With artificial intelligence, it’s possible to create an algorithm that will recognize different words and categories of words. These words and categories will reveal people’s values, needs, interests and personalities.
If you have 500 applicants on LinkedIn, you could run Gaddr’s personality analysis and choose only applicants that match the personality that you are interested in hiring. Or who are invested in certain topics or values that your company thinks highly of. You can basically choose the desired criteria, and our artificial intelligence will do the job for you.
2. Non-linguistic information
Non-linguistic information contains the structural, behavioural, and temporal features of social media profiles. Structural features are such as number of friends, the density of the user’s network, different centrality and clustering measures, betweenness and brokerage.
Behavioural features include network type, associations and activity with groups, how much personal information is revealed, how much functionalities are used, how much and what kind of photos are on the profile, and so on.
Temporal features mean how often a user contacts others, accepts, rejects or initiates friendship requests, their changes in friends over time, how many times they post status updates during a certain period of time, and so on. All these three categories can be further categorized as dependent and independent activity of the user. The former is action that is initiated by the user, and the latter is action initiated by the user’s friends.
Find the right artificial intelligence solution
The key to success is a powerful Artificial Intelligence algorithm. Digital information means a swamp of information that human intelligence cannot sort out. For example, anyone of us can download the information Facebook has on us. As a result, you will have a thousand pages of information. Imagine if you have a target audience of 10.000 people. It translates to 10 million or even more pages of information. Fun, eh? If you can’t do the algorithm on your own, you need to find a company, such as Gaddr, to do it for you.
After you have selected a company, you need to pinpoint your problems and pain. Then, turn them into needs. And finally, ask the AI company to turn them into solutions. Artificial intelligence offers generic and scalable solutions, and with the right knowledge and talent, you can turn digital footprint into profit.
Interested in learning more about how to apply AI in order to develop your business ? Join our complete course at Gaddr Academy where our experts will teach you all about the depths and insights of implementing an AI system in your company.
Written By: Ella Tarmo