Social Media Strategy Archives - Post Control Marketing

In my last post, I warned of the AI agents coming to take our jobs like Paul Revere warning of the British coming. Large language model companies like OpenAI, Google, and SAAS companies integrating AI are promising increased autonomous action. Salesforce has even named their AI products Agentforce, which literally sounds like an army coming to take over our jobs!

Whether you’re in marketing, advertising, PR, or communications or a professor in these areas it’s important to remember AI agents and new reasoning models aren’t magical or human. They’re simply really good prediction machines. But they’re so good AI will increasingly take parts of our jobs now and potentially replace entire jobs in the not-too-distant future.

But they’re not good at everything and not always right. That’s why you need to be involved in determining how AI will be used in your job. Don’t let AI happen to you. Make AI work for you.

AI image generated using Google ImageFX from the prompt “Create a painting depicting the British army in red coats as AI robots coming into town to take people’s jobs.” https://labs.google/fx/tools/image-fx

Productivity gains are already happening with AI.

Ethan Mollick, author of Co-Intelligence: Living and Working with AI recently shared a study that found 30% of U.S. workers are using AI every day and that it is tripling their productivity (reducing a 90-minute task to 30 minutes). If you are not in that 30% there is still time to catch up. Honestly, as much as I write about AI and implement it in my classes I don’t use it as much as I should for my everyday tasks.

That’s why I turned to Gemini for help with this post. I wanted to test a new reasoning model and see how it thinks but also use it as a research assistant. Writing an article like this takes a lot of time. In addition to testing the new Gemini “reasoning” model, I was looking for time savings in researching how AI agents may impact marcom jobs.

In this post, I look under the hood to see how AI crafts responses by seeing what Google’s new reasoning model “thinks” about the future of marketing related careers. Will AI agents take our jobs? If so, how soon? For my test, I gave Gemini 2.0 Flash Thinking a prompt that I know worries many in my field. Below is my prompt. I wanted a brutally honest assessment.

I asked Google’s reasoning model Gemini 2.0 Flash to give me a brutally honest look at the future of marketing jobs and how they will be impacted.” From https://aistudio.google.com/ — I asked Google’s reasoning model Gemini 2 Flash Thinking to give me a brutally honest look at the future of marketing jobs and how they will be impacted. https://aistudio.google.com/

What does AI think about AI agents taking our jobs?

First, let’s get to know the reasoning model I used. Google explains it by saying, “the Gemini 2.0 Flash Thinking model is an experimental model that’s trained to generate the “thinking process” the model goes through as part of its response. As a result, the Flash Thinking model is capable of stronger reasoning capabilities in its responses than the Gemini 2.0 model.

How do you see its thinking? In the screen capture above you have an option to click on “Expand to view model thoughts” before you read the response. I did this to see its chain of thought and include the thought process in the screen capture below.

Gemini took a 10-step process to get to the final answer:

Acknowledge the User’s Need
Frame the Initial Message
Structure the Timeline
Brainstorm Areas of Impact (Current & Future)
Assign Percentage of Impact – Now (Base Reality)
Incrementally Increase Percentages Over Time
Directly Address Jobs Replacement – Hard Truths
Focus on Skill Sets Needed for Survival and Success
Maintain a “Brutal but Constructive” Tone
Refine and Sharpen Language.

Seeing AI’s thought process and its self-correction.

Before my brutally honest prompt, my prompt was to get an honest, yet reassuring answer to the question. In the screen capture below you can see how numbers 1 and 2 in the thinking process varied from above. I imagine that is how I think when writing for different audiences. That is why tools such as personas are great for marketing professionals crafting content.

In that first prompt, I also saw how it “self-corrected” in the process. An initial prediction of AI automating 50% of marketing content within a year was second guessed as Gemini talked to itself saying “That’s likely too high and broad. AI can automate some content creation tasks like basic … but not complex storytelling, brand voice development, or strategic content planning.” The self-correction resulted in dropping the number to 20-30%.

Let’s get to its final response. How worried should marketers or communications professionals that support marketing be? What should we be doing to prepare ourselves and our students for this AI revolution?

The response is broken into three “Brutal Truths.” From my research and study, most of this feels accurate. Honestly, much of the first category is already happening and has been done for years by other forms of AI. So it is not surprising to me.

Brutal Truth 1: Some parts of your job will be replaced and some jobs will be eliminated.

Below is a screen capture of Gemini’s response. It predicts 5-20% of tasks will be outsourced to AI in an “efficiency overhaul.” It includes mundane repetitive tasks, basic content creation, customer segmentation plus lower-tier performance reporting and analytics. This fits what I know.

In the last two years, we’ve seen more basic content creation being done by AI whether through LLMs like ChatGPT or AI integrations into SAAS platforms such as Owly Writer in Hootsuite. For customer segmentation, I can see AI helping with data collection, but overall segmenting audiences requires more human insight.

The final one isn’t surprising. Creating auto-generated reports off previously set-up dashboards has been around for years. The important part is knowing what KPIs are important – the realm of a seasoned human strategist. A new aspect may be auto-generating initial language around the reports and a prompt overlay. But I would not rely on AI to understand the full context.

Brutal Truth 2: The demand shift is dramatic. Adapt or fade.

Below is the screen capture of Gemini’s second brutal truth. The demand shift will be dramatic. It tells us to “adapt or fade.” After the brutal message, it does try to reassure us saying that marketing isn’t going away. But don’t feel too reassured because Gemini follows up with an all-caps pronouncement that it will change RADICALLY.

You want to position yourself in a high demand area. This includes strategic marketing visionaries (AI-augmented), creative directors and brand storytellers (AI-guided), and data-driven insight interpreters and storytellers. It includes AI marketing technologists and integrators, ethical AI marketing guardians, and human-connection and empathy experts. I feel confident in these areas and confident teaching students these higher level skills.

They don’t surprise me. My revelation came when I stopped thinking of AI as all-or-nothing. The scary AI agent redcoats became more manageable when I broke my job into tasks and reclaimed my human agency to decide what to use AI for and not to use it for. That’s the purpose of my AI Use Framework.

Whether you follow my framework or not, I encourage you to break down your job into tasks and find the things that can be automated by AI. You’ll be surprised at what you won’t mind giving to AI to spend more time on what you enjoy more. You’ll also discover things that could be automated but should be kept for humans because the goal is to build relationships and relationships can’t be automated.

The high-demand future list looks accurate. They’re uniquely human-based skills even if parts become AI-augmented or AI-guided. The key is to make this shift yourself now. If you don’t AI will become the thing that happens to you, not the thing that you help shape and influence. Find tasks that can and should be outsourced to AI and start using it. But don’t trust it for everything. No matter how confident it sounds, it doesn’t always get everything right. Use your discipline expertise to discern and verify results.

Brutal Truth 3: Upskilling is not optional. It is survival.

The third brutal truth reinforces what I said above. Upskilling is not an option. AI innovation is coming quicker than any other technology revolution. You can’t opt out (unless you’re retiring this year). Thus, you need to become AI literate, focus on strategy and creative thinking, embrace data, learn to work with AI, and specialize strategically.

I’m not a historian or war expert, but I’ll make a final connection to the theme of my last two posts. Some factors that contributed to the colonists winning the American Revolution include being familiar with their home territory (your discipline), strong motivation (defend your livelihood), and fighting for something they believed in (human ability and agency).

The Continental Army also moved away from traditional methods of battle. Your discipline, whether marketing, advertising, PR, communications, teaching, or something else, may have a long tradition of doing things a certain way. Now’s the time to find new ways to remain relevant to keep humans in the loop during the AI revolution.

I’m trusting AI for the predictions, but I’ve studied AI since 2022 and they seem accurate. They also match a similar prompt I tried in Anthropic’s Claude 3.7 and what SmarterX’s custom GPT JobsGPT 2.0. predicts. I shared JobsGPT with my AI use framework to help break down jobs into tasks to outsource to AI. A new feature forecasts AI jobs by industry, profession, or college major by job title, description, and skills required – helpful for professors’ curriculum and professionals’ upskilling.

I asked JOBGPT 2.0 by SmarterX to forecast new jobs that could emerge for marketing majors as AI reshapes the industry from https://chatgpt.com/g/g-wg93fVwAj-jobsgpt-by-smarterx-ai — I asked JobsGPT 2.0 to forecast new jobs for marketing majors as AI reshapes the professional field. https://chatgpt.com/g/g-wg93fVwAj-jobsgpt-by-smarterx-ai

In the end, I feel good about what I’m doing in my classes. I’ve always focused on higher-level strategic thinking and creativity focused on human insight and emotions through storytelling. Now I’m teaching students how to integrate AI into marketing, communications, and learning tasks. What can you do to help prepare for this future?

I asked Anthropic's Claude 3.7 to forecast how marketintg related jobs will change with AI agents and make recommendations for professors. https://claude.ai/ — Anthropic Claude 3.7’s forecast on how marketing-related jobs will change with AI agents and recommendations for professors. https://claude.ai/

This Was 50% Human Created Content!

I began college in engineering, switched to another major, and then journalism before finding advertising in undergrad and marketing in grad school. Yet I don’t view those other classes as wasted. I firmly believe that diverse knowledge helped make me a better marketer. The same is true for social media strategy.

Marketing via social media is unique and requires different skills from marketing, advertising, public relations, personal sales, and customer service professionals that can be more relevant to different stages of the buyer’s journey.

Customers’ needs and interests change when they’re in different stages of the buyer’s journey. Social media marketers should create unique content and engage in unique ways during these stages. Yet, the best person for the job isn’t always a marketer.

In your business or organization, you have different people or departments better suited for various content and response depending on buyer stage. Diverse employees and departments are best suited for communicating with and appealing to consumer interests and needs in these distinct stages.

Optimize your social media strategy with appropriate content and engagement from those employees, disciplines, and departments. Distributing social responsibilities to the most relevant people can be more effective and efficient. This often requires alignment of goals and objectives, software integration, and a system to identify, sort, and assign social media tasks across siloed departments.

A cross-discipline approach tailors content and engagement to consumer needs. It also can help scale one-on-one social media engagement spreading out time and costs across department responsibilities, budgets, and staff. To ensure the most appropriate people are creating the content and engagement follow these suggestions for each stage.

Pre-purchase Stage Content, Engagement, and Disciples.

During the pre-purchase stage, B2C or B2B consumers are not actively seeking to buy. They may have a general interest and are simply exploring and learning. Or they may have a problem but have not realized the solution yet. In the pre-purchase stage use social media listening to find people in the market who haven’t purchased. Listen for brand, product, category, competitor, or specific product and service mentions.

Marketing and advertising can contribute by creating relevant messages and content. This includes content from followers and reviews. Monitor conversations to engage with marketing-related questions.
Public relations can monitor for reputation issues and negative mentions must be managed. PR uses media and influencer outreach to generate earned media awareness.
Sales reps create and share valuable content and answer consumer questions to generate leads.
Customer service can create satisfied customers who share positive experience reviews and make more purchases turning customer service into marketing.

Purchase Stage Content, Engagement, and Disciples.

During the purchase stage, people are interested in buying and are seeking the best options. They’re looking for value, convenience, special offers, guarantees, and signals that your product or service is the best for their needs and budget. In the purchase stage use social media listening to find people seeking purchase information such as prices, offers, stock numbers, contact information, shipping options, or store hours.

Marketing and advertising can help answer questions, and provide additional information related to the product, service, and offers.
Public relations create content to educate via media and influencer outreach. PR looks for competitor comparisons and 3rd party endorsements for social sharing.
Sales reps in B2C directly interact with customers to facilitate sales. B2B sales reps engage identifying leads to set up appointments and sales presentations.
Customer service can respond to any technical and account issues or complications in the purchase process that may prevent a sale.

Post-purchase Stage Content, Engagement, and Disciples.

During the post-purchase stage, people have purchased your product or service but are looking for validation that they made the right decision. In most markets, there are many options and buyer’s remorse may creep in. There may be complications, issues, or hiccups that come with a new purchase. In the post-purchase stage use social media listening to look for current customers seeking help with product usage, problems, and account issues. Also, seek happy customers who share positive product and service experiences.

Marketing and advertising can create messages that reassure purchase decisions, share messages of happy customers, and build brand community through offers and loyalty programs.
Public relations creates relevant brand and earned media that engages current customers, other stakeholders, and influencers to maintain relationships.
Sales representatives can follow up with customers to ensure they are happy with regular interaction while encouraging referrals and additional sales.
Customer service can resolve any post-purchase issues to help with retention and loyalty, plus contribute to positive social media comments and reviews.

Social media marketing is more than marketing. Are you missing out by not working across disciplines and organizational department silos?

Customizing listening and response with cross-discipline teams in social media can help scale social media engagement. Meeting different needs of consumers through all stages of the buying cycle can help businesses achieve their overall goals more effectively and efficiently.

Another way to improve your social media content is to consider the right content in the right places. For help see my post “Does The Shoe Fit? How To Make Your Social Media Marketing More Strategic” including a Social Media Content Planning Template.

This Content Was Human Created!