How Intelligent Automation Can Create Hundreds of Hours for your Social Media Team
Two hundred fifty-six hours each month: That’s how much capacity we’re creating on average for one online news publisher by automating some 1,600 posts per month. By most calculations that’s equivalent to an extra one and a half employees on the team in any given month.
In the case of this digital publisher, True Anthem initially took care of distributing social media posts on evenings and weekends, using proprietary data analytics to distribute its content as efficiently and effectively as possible.
Nielsen has found that media consumption peaks between 7 and 10 p.m. According to True Anthem’s initial analysis of this client’s distribution, there was a notable drop-off in content distribution at the times of day when the social media team wasn’t available—nights and weekends—which was significantly impacting traffic monetization.
Our artificial intelligence (AI) automatically determined what content to post when—times when posts were most likely to get attention and engagement—leading to some significant results as shown in the graphic.
This is an example of how automation and AI can be used to streamline the content distribution process giving social media teams more time to focus on higher-level, strategic work, such as creating more content and developing new audiences across emerging platforms.
Take a look at what we achieved for our clients in 2016 as we delivered 1.15 million social posts:
Transforming the digital assembly line
Automation has been steadily transforming work and increasing productivity. In the digital world, automation is changing social media and content distribution in the same way that it has every other kind of business, according to McKinsey. McKinsey’s Harnessing Automation for a Future that Works estimates that about half of all the activities people are paid to do in the world’s workforce could potentially be automated by adapting currently demonstrated technologies.
Michael Chui of McKinsey Global Institute (MGI) thinks that automation from robotics, artificial intelligence and machine learning could spark a 0.8 to 1.4 percent gain in global productivity.
But here’s the important point: Humans will still be needed to work alongside machines. That total productivity projection is based on people working alongside machines—and this will require a new degree of cooperation between workers and tech, the report said. Freeing workers from the more repetitive tasks allows them to be more creative.
The to-do list for social-media teams continues to expand. Pumping out posts on the growing list of networks is only a portion of the job. One of our clients is Reuters, which takes a social-first approach to content distribution. Pierpaolo Maniglio, global lead of social media marketing for Reuters.com, says, “Smart publishing automation is freeing up time for our social editors. For example, we were already working on ways to optimize social video. Now, we have more time and more people to allocate to this.”
Content distribution to optimize traffic and drive revenues is one of those tasks that can successfully be automated. Adding intelligence to scheduling enables the team to achieve those overall gains in productivity that MGI predicts.
At the same time, intelligent content distribution—determining the right content and the optimal time to distribute it—delivers increases in traffic leading to increased revenue.
What could your social-media team do with an extra 256 hours a month?