AI is currently taking the world by storm. From ChatGPT to Meta’s in-app AI creator, there is no shortage of access to the new and upcoming technology. That said, newer technologies that can pave the way toward progress aren’t always better than the real thing—especially in the case of social media for your real estate business.
Authenticity & Personalization
To build a strong brand, you must be authentic in your unique voice and values. With AI, that voice of yours will be completely lost in the woodwork because, while AI can create content, it does it so generalized that it can’t hit that authenticity mark. You want to be able to personalize experiences for your followers on social media, and with an AI tool, that’s next to impossible.
Creative & Strategic Thinking
Creativity and AI don’t go hand-in-hand. The robotic patterns that AI must follow due to its programming are the opposite of creativity and provide you with little room to innovate or create new strategies that change with the times. If you want to keep your content fresh and engaging, you’ll need a human-level creativity and strategic approach that AI can’t provide.
Crisis Management & Reputation Handling
AI is a computer program that lacks human emotions, and because of that, using it to create emotional responses is a non-starter. Human beings know how much your reputation means to you because they have a level of emotional intelligence and understanding of the human experience. You’ll need someone who can navigate with empathy and nuance to ensure that your brand reputation is managed effectively.
Trend Spotting & Adaptability
While AI is programmed a certain way, it may not be entirely up-to-date on all the social media trends that continue to cycle through the news week quicker than you can artificial intelligence. A social media manager can jump on trending topics in real time, tailor content accordingly, and pivot effectively when the tides change again.
Community Engagement & Relationship Building
Engagement and relationship building are integral to growing your business, but when using AI, that engagement will feel impersonal and robotic—and people can tell the difference. Human-led engagement creates meaningful connections with real people because a manager can respond to comments and messages meaningfully.
Content Curation & Brand Storytelling
Many people want to use AI to reduce the time it takes to generate posts. However, if you choose AI to create your branded posts, you’ll lose out on the deeper brand storytelling and content that will help you reach long-term branding goals. AI doesn’t think—it just does based on prompts, which can harm your branding and content in the long run.
Cross-Platform Strategy & Execution
A social media manager understands the different tones and approaches used on various social media platforms. For example, you can’t post the same content on LinkedIn as you would on Instagram because they are two different platforms with different tones. You need someone who knows their way around social media platforms, what approaches work best for each, and how to execute content in a way that benefits you and your business.
Data Interpretation & Strategy Adjustments
AI may be able to provide all the analytics you want access to in no time, but without understanding what these data mean, you’ll have a lot of numbers without knowing what to do with them. Social media managers can see these analytics and adjust and create strategies based on real insights to help you organically grow your brand and business in a way that AI just can’t do.
If you want to learn more about what social media managers can do that AI simply can’t, contact us today. We can help you build your business, establish your unique voice, and create engaging content that is personable, effective, and, most importantly, human.