If watercoolers could talk, they would no doubt be wondering where this Alexa that every employee has been raving about since Christmas is sitting and
If watercoolers could talk, they would no doubt be wondering where this Alexa that every employee has been raving about since Christmas is sitting and wondering whether Cortana and Siri are soon to meet with HR for an exit interview.
Echo seems to have been the Christmas gift that just kept giving for Amazon this year (poor Google Home) and despite the warnings about Artificial Intelligence in the science fiction stories of our youth, the world is definitely embracing the automation age.
It doesn’t end with nascent smart home devices; 30 human beings were just made redundant from Japanese insurance firm Fukoku Mutual Life Insurance and replaced with an AI system based on IBM’s Watson Explorer.
Shed some pounds this new year
Oh we love cutting back in the New Year, don’t we? Trimming back the old marketing department and replacing it with a machine, what a tempting thought. Less of those creative people around the place interpreting our needs and turning them into communications. An algorithm could do that. No?
No. Setting aside the obvious mind boggling issues with the vast quantities of data that big corporations have been consuming through our smartphones for the last few years, the issue with relying on a computer to communicate to humans is, quite logically, the human element.
Using technology to automate communications is now an accepted part of our digital lives – at the touch of a button we can populate multiple platforms with the same image, video or text and measure it all centrally. Is it convenient? Yes. Is it as effective? No, truthfully a good social media specialist will tell you that the message usually should be tweaked subtly to suit different platforms and that statistics are only one element of measurement – a more holistic view has to be taken on whether a message is working for your brand. A thousand retweets on a positive message versus a thousand retweets on a negative is a very different set of figures.
How do we strike the right balance?
Need to make the best of a small team or amplify their output? When it comes to deploying something, technology is definitely a viable solution and to a degree, analysis can definitely be supported too, but the strategy and the final decision making has to remain with a human being, not outsourced to an application. Having control over your own brand identity is half the battle in marketing, don’t relinquish what you do have to an unknown entity.
Want to know more? Contact us for a cuppa and a chat about how we could support your brand.
Lianne Marie is InFusion’s shared media specialist. She won’t even drink machine-made tea, much less wants social media marketing to be replaced by robots.