AI and Social Selling, do they mix?
AI – artificial intelligence. AI has been around for years, there were tools available back in the 80s that most IT students would use, LISP and Prolog to pretend they were using AI but never really did.
So how does AI fit with Social Selling? The answer is carefully. I was severely told off by a social selling guru when I even used the word automation with social selling – it is apparently not possible, it is a function of humans only. I would like to disagree politely.
The nature of social selling requires finding information in many places and deciding what is useful for your clients and prospects – what will add value to them? Early this week I mentioned that 77% of buyers expect sales people to offer them extra value and information. That isn’t possible unless you are a guru in the market you sell into.
AI can help. You will have to use a tool to do this that uses Machine Learning, ML. ML is the use of AI when we give machines access to data and let the machine learn for itself what the data is about.
So the ML engine looks at what experts look at to understand what makes an article or content in that field valuable. ML then finds other content that has the same characteristics and therefore value to that particular industry. Simple really, should have thought of it years ago.
So if we find experts in electric space craft the ML finds the articles they post and educates itself to understand what those articles are about, what the key words and where and how often they are used. It then finds other articles and content with similar characteristics and grades the articles for relevance.
So the lesson is that if you really want to go deep and quickly find the best content for your clients and prospects then a little bit of AI and ML will work very well. Keeping you a head of the competition.
Sharetivity is the social selling automation tool that uses machine learning to quickly find content that is relevant to your prospects industry and interest – the quickest way to engage with them.