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What are the best brands doing to stay relevant, build trust, and create content smarter?
At Share Your Genius, we have the same questions, so we're tapping the best in the space for their answers—one voicemail at a time.
Join us each week for quick hits of insights from b2b marketers and leaders.
[00:00:00]
[00:00:09] Rachel Elsts Downey: Creating content is easier, more than ever. Thanks to, of course, AI. It's being created faster than ever, but speed doesn't always equal connection. The real challenge is making sure that your message is resonating, that it's actually moving the needle for your audience. As I was thinking about this, I decided to call Corey Perlman.
[00:00:32] He's been a digital marketer for over 15 years. He speaks on stages. He's helping professional service brands, so speakers, advisors, helping them use social media to build authentic relationships, not just impressions or vanity metrics. He's got an agency called Impact Social. The name says it all. Corey shows brands how to scale with AI
[00:00:56] without losing their voice. And that's top of mind for us, of course, at Share Your Genius. That's what we're all about with our clients. So I had to call him and ask the question that was on my mind. How should brands be thinking about their social channels in the era of robot content?
[00:01:13]
[00:01:23] Corey Perlman: It's an excellent question. My whole premise on it is how to stay AI proof as the robots and AI continues to get smarter.
[00:01:33] If we fear it, it can hurt us. However, if we embrace it,and we utilize it's strengths and avoid its weaknesses, then I think that we are set up for a great future in whatever area of expertise that you're in. Now in the social media world, AI can be a very valuable tool.
[00:01:51] I look at it like an intern. That we make sure that this intern knows every little nuance about our business because it can't serve up the quality content that we want if we haven't trained it or educated it in a proper way.
[00:02:05] Giving it the necessary prompts to allow it to help us in the best way possible. And so I always recommend businesses, the first time they start using AI for social is have your AI tool of choice interview you about your business and your customer.
[00:02:21] So I would literally say to ChatGPT or Gemini or whatever you're using.
[00:02:25] "Hey, this is not something that I'm looking for recommendations or content or anything. I want you to ask me questions about me and my business so that you get to know us better." And then let it interview you. And from there, the prompts that you will give it and the answers it will give you back, will be much better and can serve you for the rest of time.
[00:02:46] When we get responses back from AI, we go through them and make sure that it's accurate.
[00:02:51] We go through them and make sure that it's valuable. We go through and make sure that it sounds like us. The wrong way to do AI and the wrong way to utilize the tool is to allow it to pass through you and go straight out to the public. That's cause for possibility of inaccurate information. It can not sound like you, it can just be phoning in stuff that is not really valuable to your audience.
[00:03:15] The other thing that AI does really poorly is it creates content that's boring. It creates content that's really already been said 'cause it's taking content that's already essentially been out there and it's, crafting it in a different way, but it's still the same thing. So what I often recommend businesses do when it comes to social is to go back to AI and say, "Hey,
[00:03:36] I need your help in stopping the scroll. I need your help in making people cut through the noise and wanna see my stuff. So this isn't good enough. I need it to be bolder. I need it to be more, maybe controversial. I need it to make people wanna stop and read it. I need captivating titles. I need polarizing topics and I need some things that will get people to wanna continue to read or watch our stuff."
[00:04:03] And then the AI tool in itself will then respond in a way with more cutting edge, more provocative type content, and that's what we're looking for. So I think that's a really important piece of it The power in AI is the ability for it to take your content, and put it into the types of formats that are best for social.
[00:04:25] I'll give you a quick example. I may have done a podcast or left you a very long voicemail. I can take that content, I can give it to AI and say, "Hey, instagram loves carousel posts. LinkedIn loves LinkedIn newsletters. Facebook loves stories. I need you to take this content and create it in these different formats so that I don't have to reinvent the wheel over and over and over again."
[00:04:49] And AI will take my content and put it in the exact format for these different features on these social platforms.
[00:04:56] Something that used to take us three or four days. Now it takes us 30 or 40 minutes at most to create a week's worth of content from one particular piece of content. So that's where I see the power.
[00:05:09] I see businesses and marketers being able to use AI and other tools to quickly create content for us on a fast and efficient basis.
[00:05:19] But it has to go through the fingers and the eyes of humans in order to make sure that we're not just phoning it in and we're creating content that is meaningful and uplifting to our community.
[00:05:31] So I hope that answers your question, and I'm very excited about the future and very bullish about using AI in the world of social.
[00:05:38]