Intelligent Assistant for Twitter

We're still at this stage in our journey! We have a slowly growing set of initial customers who have been trying out the product in exchange for giving us feedback. So far I've been reaching out to folks in our networks, getting referrals from people we know, and promoting this to other SME marketers in my circles.

If you manage a Twitter handle and would like to try this tool out for yourself, I'd be happy to extend a free trial for you! Just reach out to me here on IH. :)

SME marketers juggle many competing priorities in their role. They’re often part of a small team, or even a team-of-one, that are responsible for all things marketing. Social media is only one of their responsibilities, but it can be incredibly time-consuming to manage and is highly visible to everyone both inside and outside of the company. As a solo marketer at Primal.ai, I personally feel this pain!

Because they’re public, Twitter accounts are one of the most visible outputs a marketer will manage. Not everyone will see an email campaign or digital ads, but anyone can go to Twitter and view the company’s profile. Marketers pay close attention to how their profile looks and what content is sent from it. They’re also very conscious that Twitter accounts are judged on their follower count, which makes increasing this number a big focus. They may search for third party solutions to help grow their following, but many solutions that promise to “gain Twitter followers” do so in a manner that is seen as unscrupulous (potentially tarnishing brand image) or insincere (gaining ‘fake’ followers for the sole purpose of inflating numbers). Also, many of these solutions operate in violation of Twitter’s terms of service, risking suspension or ban from Twitter.

While marketers are driven to increase overall follower count, a more important objective is to increase the number of engaged followers. Having large numbers of followers who aren’t potential buyers is just a vanity metric. But it takes a lot of time and effort to increase engagement with current followers and gain new ones. Compared to other social media platforms, Twitter requires more frequent posting in order to remain relevant. Best practices suggest upwards of 7-15 tweets per day is ideal, to not be missed in followers’ feeds (compared to the recommendation to post only 1x per day for Facebook or LinkedIn). Finding this much high-quality, on-brand content to tweet is difficult, and it’s discouraging to send out content that may not even be seen by most of their audience.

That's why we created the Intelligent Assistant for Twitter. It uses AI to understand what a brand's Twitter followers are talking about, and monitors followers' tweets for topics that are relevant to the interests of the brand. When it finds a match, it looks for related content, like an article or a blog post, and it replies to the original tweet with a link to that content.

To the Twitter follower, it looks like the brand went out and found a related article specific to what they were talking about. It sparks a conversation and increases loyalty to the brand. This is the level of personalized attention that every marketer would love to be able to provide to their community of followers, but to do this manually would be incredibly time consuming and impossible to maintain.