B2B Marketers: Is Your Job Safe From Robots?
Auto-generated content is now a real thing. It’s been changing the way social media marketers are working. Presently, auto-generated content is still in its infancy, relegated mainly to Twitter posts, but advancements in machine learning might change that.
Computer scientists are developing software that will generate fictional stories. Once the technology is able to produce original work, that same technology will be able to craft effective social media posts and even handle the interactions.
This begs a pressing question: When will a B2B brand “hire” a piece of software to handle all of their social media marketing?
In The Not Too Distant Future
Having a robot that writes compelling fictional stories or intelligently manages social media marketing might seem like science fiction. In actuality, developers are already creating different programs and algorithms to produce creative works. The leap from works of art to marketing content will require development, but will be more like making a new model of the car than inventing a new form of combustion.
Gartner Research anticipates by 2020, approximately 85% of interactions with an organization will not involve interacting with a human.
Consumers and professionals are already accustomed to interacting with artificial intelligence. Using Google Maps and talking to Siri are both preparing the world at large to interact with intelligent programs. Gartner Research anticipates by 2020, approximately 85% of interactions with an organization will not involve interacting with a human.
The Use of Robots in Social Media Marketing
Robots are already hard at work in the social media marketing world. 23 million active Twitter accounts are considered bots – meaning they operate off an algorithm to complete a certain task without human interaction. These bots typically create URLs to generate revenue, acquire followers and post-basic Tweets.
Existing bots are a clear indication of upcoming advancements. When will B2B brands start strictly using software? Which forms of automation and machine intelligence should be used?
New tools might make managing a social media account easier, but there will always need to be a human element. Providing meaningful responses to clients and properly addressing criticism requires a human touch. Well, at least for now.
Not all uses of advanced machine learning should be avoided. Marketers will benefit from:
- Content Curation. Let a tool or bot scour the web, and sort through social media streams that can later be addressed by your marketing team. This greatly reduces the number of people needed for campaigns.
- Automatic Posting. Your team develops the content, but a machine posts it for you. Automation has already set the foundation for future advancements.
- Tracking, categorizing and analyzing all of the data generated by social media marketing campaigns is an important task, but it’s time-consuming. The software can be employed to help make sense of all those likes, favorites and shares to provide meaningful information.
How long will it be before B2B businesses hire a robot to handle all of their social media marketing? The technology may be available sooner than you think, but human interaction will still be required. There is a difference between having social media “taken care of,” and using social media to grow a business through engagement and conversion.