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By Emily SmithFeb 29
Regardless of the industry, consumers are online and interacting in larger volumes. And social media marketers need to find better ways to serve and engage with these consumers more efficiently.
From writing captions and composing posts to crafting creative copy for ads, Stories, Reels, and campaigns, social media marketers need to be able to do it all and do it well. And with so much pressure to produce high-quality content and keep up with the ever-evolving demands, smarter social media marketers will need to get scrappy.
Social media content production – writing posts, scripting videos, podcasts, or compiling response templates – can be difficult and time-consuming. And with budget cuts many marketing teams have faced this year, more agile social media professionals have started exploring artificial intelligence (AI) tools.
An AI-powered chatbot, ChatGPT is designed to help its users with various tasks, from answering questions to generating creative content. And since it can provide detailed information and answers to virtually any question in writing, ChatGPT can be an important tool in the social media marketing toolkit. With the help of this chatbot, marketers can kill two birds with one stone: produce high-quality content and free up time to focus on other aspects of their jobs.
There are many ways social media managers can use ChatGPT for their benefit. For starters, the AI-powered chatbot can help marketers produce content faster and more efficiently. (And isn’t this a dream come true for every social media marketer?)
Whether you need to write a caption for Instagram, craft a LinkedIn article, or compose a tweet, ChatGPT can help you do it and do it fast.
“I’ve used ChatGPT as an editor of all sorts. I’ll get it to rewrite captions for social to give me new options. I’ve also used it to shorten captions if I feel they are too long.” – Katie Slayford, Social Media Executive, Brandwatch
In addition to saving you time, ChatGPT can also help improve the quality of your writing output. Whether you are looking for fresh ideas, better ways to express your thoughts, or need a starting point, like an outline, ChatGPT can come in handy.
ChatGPT can provide significant benefits to social media managers in their daily work. In the following section, you’ll find some anecdotes from our social media marketing team here at Brandwatch, who’ll talk about the prompts they use to streamline their content creation process.
But first, you need to understand how to get the input you desire from the tool.
Alice: “Would you tell me, please, which way I ought to go from here?”
The Cheshire Cat: “That depends a good deal on where you want to get to.”
Most of the time, the quality of the answers you receive depends on how well you position your questions.
ChatGPT is no different. In other words, the science of making marketers smarter with the help of ChatGPT lies in the details.
If you are getting “down and dirty” with ChatGPT, here are some tips for improving the AI's response:
While ChatGPT can be a valuable tool for social media marketers, it should be used with caution. When using ChatGPT for content writing, it's important to avoid the following traps:
Avoid these traps, and you are well on your way to getting the most out of ChatGPT and freeing up some time for more creative work in the process.
Now that we’ve covered the do’s and don’ts, let’s get to the actual prompts.
There are several ways a social media marketer can go about setting up the tone and voice of the content piece ideated with ChatGPT. For example, you can mention famous writers, like Ann Handley from MarketingProfs, industry publications, or existing content pieces that you want ChatGPT to mimic.
Or you can simply tell ChatGPT to act as a professional in your industry. For example, if you want to create a quick social media post on how to pass a job interview, you can tell the chatbot to act as a hiring manager. And then, ask the tool to come up with 10-15 common questions for an applicant and how to address them best.
Ultimately, you’ll want to use this structure as your guideline:
Do [something] to [add your intended action] for [your objective or intended outcome] that explains [add reasons or context] and includes the phrase [keyword phrase].
Here’s an example: "Create a new title for www.brandwatch.com/blog/tips-for-better-data-storytelling that explains how to use social media data to tell compelling business stories and includes the phrase social listening.”
“ChatGPT is like a second brain for me! When I’ve been writing captions or copy all day, ChatGPT can be a second pair of eyes, checking over my grammar and ensuring my captions are engaging and impactful.” – Katie Slayford, Social Media Executive, Brandwatch
1. Write a social media post that drives traffic to your website
“Write a Tweet that drives traffic to [URL]”
2. Write a social media announcement about your product launch or company news
“Write an Instagram announcement about [URL]"
3. Write a social media giveaway post
“Create a social media giveaway post about [insert holiday]”
4. Create a social media poll/quiz
Note: Please note the importance of always checking your facts. As with the example below, ChatGPT actually got it wrong: The first three movies featured below were the 2022 Oscars nominees, not the 2023 ones.
“Create a social media poll/quiz about [insert topic]”
5. Write an inspirational social post about a particular topic
“Write an inspirational social media message about [insert topic] for my audience [insert medium/platform]"
6. Introduce a new team member on social media
“Write a LinkedIn post introducing [insert name], our new [insert title] at [company name.]”
7. Create lighthearted, fun social media posts
“Create a funny Tweet about [insert topic.]”
And keep in mind that you can always make ChatGPT’s responses more accurate and reliable by adjusting for the tone of voice and providing more context and examples.
ChatGPT can be your own prompt generator
Finally, you can ask ChatGPT to act as a prompt generator.
We know, very meta, but stay with us.
Tell the tool to create specific prompts you can use with ChatGPT for the best results. For example, we asked ChatGPT to suggest five prompts a social media manager can use on ChatGPT to help them come up with a creative copy for an upcoming social media campaign.
Here’s an example from one of our experts.
If there’s one piece of advice we’d like to leave you with, it’s this: Use AI as your partner in crime. AI tools can help social media marketers keep up with the fast-paced demands of the industry. By leveraging tools like ChatGPT, social media managers can stay on top of their social media calendars while freeing up time to focus on tasks like strategy and engagement.
When using ChatGPT for work, managing your expectations is important. ChatGPT won’t do your work for you. And oftentimes, the output of the chatbot won't be exactly what you want, but it's always good to have a place to start from, especially if you are experiencing writer’s block.
Although a premium version is now available, ChatGPT is still free to use. And if you haven’t tested the chatbot yet, you are missing out on unlocking your full marketing potential on social media.