There are some considerable changes happening in the world of social media right now, and the question remains; How important is social media to my business, and is it worth using it for my advertising?

With GDPR regulations, Facebook is being held accountable for its inability to protect user data. Resulting in self-imposed tighter rules. It suggests businesses will find it harder and harder to reach out to their consumers.

But not all is dead in the water. Facebook’s reach across the internet, for example, goes far further than we see on the surface and growth in bots and artificial intelligence has created a much more intelligent, (some would say ‘insidious’) streamlined and tailored A 2 B route.

This suggests now would not be the time to reign in your social advertising budget despite the recent headlines. Social media accounts represent a record of 71% of world internet users. 2.77 billion social media users around the globe and you can still reach anyone of them. You just have to change with the times and do it within the new rules.

 

Safe, ethical, and effective AI when advertising

Although recently this has been apparently exploited by Cambridge Analytica, European regulators and legislators must now embark on a thorough review of European laws covering data protection, fake news and online platforms.

Regardless of the recent backlash, Facebook has endured, businesses can still benefit from advertising through Facebook using their data. Continually achieving great results, without the shadow of leaked data, false news and fake influence affecting the overall return on advertising spend.

Giving Users back control of how their data can be used is a good thing. It means your business can still reach out to all those consumers relevant to your business who want to hear from you.

 

What is AI?

Artificial intelligence is the development of computer systems able to perform tasks normally requiring human intelligence. This includes visual perception, speech recognition, decision-making, and translation between languages.

How does Facebook use this for advertising?

Facebook collects data of all kinds. Maybe it’s an ad you have clicked on or a post you have just commented on. It will know your location, your age, gender, education level, family connections, income level and so on. It then intelligently uses this data to show you Ads or other information you will find more interesting or relevant.

For example

As a User – You just commented on an Ad for a cruise and may have even tagged a friend. Over a period of time, both you and your friend will see more Ads based on holidays!

As a Business – You want to sell jumpers, you place your ad, you pick your location and age range, you can even narrow it down to a style. For instance, aiming for people interested in Sports. Your Ad will only be shown to those people! Making it targeted and therefore cost-efficient.

 

AI has been used for many years. In television ads, you see more female-related products shown while the soaps are on. When the football is on, you’ll see plenty of beer ads.

The ones we all really hate are leading up to Christmas when every child is glued to the TV, asking for the world!

It’s really about taking data and applying it sensibly and ethically to gain sales.

Although all social media platforms fall under the GDPR regulations which are now being enforced, there is still plenty of “good pickings” to be had.

Instagram is the next most popular social media platform after Facebook. Although it is limiting for business users it certainly is not one to overlook.

The biggest issue business owners find with Instagram is it’s time-consuming. However, linking your Instagram account to your Facebook account means you can post to both, saving time. I would add to this (flying in the face of my ‘saving time’ comment) and go into Facebook to edit and add more detailed content to the post to differentiate it from the Instagram one.

This won’t help with your Facebook campaigns but it will keep your pages updated and frequently active.

LinkedIn is a decent avenue to explore if your business is more “business” like. For example, marketers and managers or traders and trainers all excel using LinkedIn as it’s more of a business to business platform. (I like to call it the “suits suite”).

 

All these social media platforms use Bots and AI to tailor your advertising reach but the king of the hill right now is most definitely Facebook.

If you’re not exploiting social media as a part of your advertising budget, then you’re not fully utilising the tools available to you and that doesn’t make for creating a good marketing strategy, nor using your budget to meet its full potential.

Social media marketing is incredibly important, and advertising without it is like shouting in outer space!

 

For more information on AI or how to use social media to boost your business then get in touch, our team are on hand to offer business support and advice.