Machine Learning Set to Change Social Media Interactions

access_time October 14, 2019
by   TechmavenitAdmin
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Social media has become an integral part of  human life, with reports suggesting that over 2 billion people are actively engaged in social media. Facebook has revealed that 63% of its users log in to the site at least once a day and drives 52% of all online purchases. With social media playing such an increasingly crucial role – over 1.5 million pieces of user- generated content on facebook alone each day, social media management has evolved in to an increasingly challenging role for enterprises. With the great technological strides being made in the areas of machine learning and artificial intelligence, companies rely more and more on machine learning and artificial intelligence to help manage their social media interactions. New technological advances in machine learning and artificial intelligence is allowing brands to automate several of the tasks that were hitherto performed by humans. Let us now take a look at the benefits that accompany the use of machine learning and artificial intelligence in social media interactions. Improving Visual Experience Twitter has acknowledged that 82% of its users watch video content and approximately 90% watch it on a hand held screen. Twitter is continuously working on ways to deliver improved visual experience for its clients. Its purchase of “Magic Pony Technology” – a London based machine learning technology firm -that has developed machine learning techniques for visual enhancement is aimed at achieving this aim. This acquisition has helped twitter provide its customers with better images, leading to enhanced visual experience for twitter followers. Facial Recognition The application of machine learning and artificial intelligence in social media will help it make use of the advanced facial recognition abilities that these technologies offer. Facebook has over 350 million photos uploaded each day and uses machine learning and artificial intelligence to identify objects and people within the photo. When faceboook tags you or your friend when you upload a photo, it is machine learning in action. Better Customer Experience Use of machine learning and artificial intelligence in social media will help companies provide its clients with a better customer experience. Customers expect immediate response to their queries. An immediate response can be provided by artificial intelligence chatbots who work 24×7, and respond to all queries from any number of customers at any time of the day or night. Helps with Better Customer Targeting  Machine learning and artificial intelligence helps companies with active social media presence market their products to the right target users. Social media players have vast amount of data stored in their servers detailing all that is to be known about a particular customer including their friends, likes, geographical locations, preferences etc. Facebook uses deep neural networks to target the right users and to decide which advertisements are to be shown to whom, effectively raising the ROI of companies using its social media platform to serve ads. Monitoring Content updates Companies are making use of artificial intelligence and machine learning to detect spam content and also delete content that espouses violent ideologies and promote hatred. With daily postings running in to multi – millions, it is impossible for humans to monitor the entire social media updates and postings. Artificial intelligence bots are being made use of to weed out vulgar and abusive content from social media updates. Machine learning and artificial intelligence is fast changing the way social media platforms interact with customers. With increasing use of these technological advances in social media, users are able to achieve their engagement objectives and also help make these social media sites more popular among masses.

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