The New Key Player in Social Media Management: AI
Artificial intelligence is reshaping how public relations and advertising agencies manage social media. For over a decade, these firms have adapted to changes on social platforms, but AI now plays a central role in their strategies.
Nikki Festa O’Brien, CEO of Boston-based Greenough Communications, highlights the scale of this shift. “AI has changed almost everything that we do,” she says. From drafting content to selecting channels and measuring performance, AI is influencing every step.
Adapting to Changing Audiences
Social media users and their behaviors evolve alongside platform updates. Festa O’Brien points out that this ongoing change is a challenge but also an opportunity. “You’re always challenged with keeping up with that next generation,” she explains.
For communications professionals, staying relevant means adjusting strategies to meet new audience expectations shaped by AI-driven content consumption.
AI’s Impact on Brand Engagement
While AI offers benefits, it also complicates how brands connect with audiences. One notable issue is a decline in direct social media engagement. Consumers are increasingly getting brand information via AI tools instead of visiting official social channels.
“People don’t need to actually go to a brand’s social media site and click on that content or engage with that content because they’re finding it through an AI tool,” Festa O’Brien explains. This shift affects how posts perform and challenges traditional engagement metrics.
Leveraging AI for Data and Analytics
AI is also valuable behind the scenes. At Regan Communications, for example, AI helps process large volumes of data and analytics from posts across multiple platforms. This supports better decision-making and strategy adjustments.
- Sorting and analyzing data efficiently
- Identifying trends in audience behavior
- Optimizing content based on performance insights
For professionals in management, PR, and communications, integrating AI tools for analytics is becoming essential to refine campaigns and demonstrate value.
Practical Steps for Communication Teams
To stay competitive, teams should:
- Explore AI-assisted content creation to boost productivity
- Monitor AI-driven platforms to understand how audiences find information
- Use AI analytics tools to track performance beyond traditional metrics
Training in AI applications relevant to communications can be a strategic investment. For those interested, Complete AI Training offers courses tailored for marketing and communications professionals.
As AI continues to influence social media management, adapting workflows and measurement approaches will be critical. Embracing these changes equips teams to meet audience expectations and deliver effective brand messaging.
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