Using AI to Create Content for Social Media

What We Discussed with Kate

On this episode, host Eric Dickmann interviews Kate Bradley Chernis about using AI to create content for social media. Here are some highlights of our conversation:

• [00:04:37] Leveraging free publicity - Podcasting is a great example of using free outreach channels to spread the word about your product or service. With recent investments by Apple and Spotify, it's clear this channel is going to be increasingly important in the coming years.
• [00:08:36] How important is video content? – According to Kate, video has dramatically changed how users engage with social media. As an example, Gary Vaynerchuk used video to create an entire Twitter channel fueled 100% by clips from Lately that got him a 12,000% increase in engagement!
• [00:14:25] How AI and voice work together– Brands should have a voice to market in a very authentic but creative way. Machines can be powerful tools in helping to create content but Kate believes that AI and humans should work hand-in-hand. What the tools can do is significantly speed up the workflow and automate tasks while still allowing humans to ensure that a brand's voice is accurately reflected. 
• [00:21:28] Finding leverage between AI and human intervention–Automating a workflow to the point where most of the human interaction is approval is where businesses can gain significant leverage. If you just have to spend 10% of your time reviewing the output and leaving 90% of  work to the AI, that can be a game-changer. 
• [00:21:28] How is social media changing for the small business players?– In today's creator economy, there is so much opportunity bring your message to the marketplace through the various social media channels. However, the question that strikes many startups mid-sized enterprises is how do underdogs win in the highly saturated marketplace where online platforms only seem to pay attention to the bigger business influencers? Kate emphasizes that the hard way is the way. SMB's need to utilize available technology to better communicate with their target audience. Learning how to write and communicate more effectively with people is the key to getting  where you want to be.
• [00:29:45] Using automation tools at the right time, in the right place–While technology has been designed to make people's lives easier, it has also been a reason for business confusion. There are so many marketing tools available in the market with similar functions that businesses often end up confused about which they should integrate into their workflow. The other dilemma some face is that their whole workday can be chewed up just managing all of this technology, making them wonder where they are really gaining any efficiencies. Kate gives us an example of how cake-in-a box couldn't sell on their first try because their products had powdered eggs. They later discovered that housewives, their target audience, preferred the cake in a box without powdered eggs because adding real eggs made them feel like they were actually involved in the cake-making process, not just someone who bought an easy-to-make cake. Going back to the discussion about automating the business, Kate explains that your business processes have to have just enough human involvement without making people feel fully controlled by their tools.
• [00:32:10] The overall buyer's journey–  According to Kate, Lately is continuously creating carefully targeted content to connect with the people they want to work with. She also reminds businesses that quality of work should be prioritized over quantity. She and her team can convert leads faster and be more cohesive reaching their goals because there is employee advocacy functionality integrated within Lately's platform that allows them spread marketing messages together as a team. 
• [00:33:43] Lately's winning methodology– Kate emphasizes the need of a company to have employees that care about the business. She also explains how Lately strives to communicate effectively and provide value to their prospects not just trying to sell them services. Kate also constantly reminds her staff to make fans instead of being intensely sales-focused.
• [00:37:06] Tagging people and socializing online–Tagging people on social media or sharing social content with other businesses may be a great way to increase your following or build engagement with your audience, but sometimes these moves may not be your best one. Remember that not everyone is comfortable receiving a notification that they have been tagged in a post, especially if the post isn't about them. Kate adds that as marketers and communicators, it is essential to find out what sparks the customer's interest and what drives their desire to engage with someone.