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Tech tips: Trends in social interaction

Mohammed Ajawi, general manager at RAW, discusses how social media is evolving

By Mohammed Ajawi, general manager at RAW

Social media has continuously evolved and adapted to how users use it by presenting new methods and platforms to take advantage of its service. Apart from personal use, social media is a boon for businesses seeking identification, recognition and a broader reach. The integration of artificial intelligence (AI) aims to enhance the social media experience through a variety of tools to target the right audience. In effect, AI is facilitating this journey for businesses by developing a better user experience on social media platforms.

Automation and chatbots

Businesses can no longer afford to overlook the added value and service that chatbots offer in regard to automated responses and replies as a form of a feedback mechanism. Customers today have a plethora of options when it comes to choosing a product or service, and the longer a business’s response time is, the less the chance of a conversion. Thanks to auto-responders, more deals are being closed and locked down without any human interaction than ever before, effectively selling your products or services while you are asleep.

VR and AR adoption

More than 50 per cent of investments in Silicon Valley are currently related to virtual reality (VR), which is a clear indication of its impact and importance, especially when considering its fast integration with social media as a means for further exploring the realm of communication. Alongside it is augmented reality, which has helped businesses offer a real-time view of their product, service or experience, with the sector poised for maximum benefits from AR and VR being leisure and entertainment.

It is all about engagement

According to a 2017 survey, Instagram was rated as the worst social media network for mental health and wellbeing, with the platform contributing to higher levels of anxiety and depression. Experts say that public display of likes has some significant negative impacts. In response, Instagram will no longer publicly display the number of likes in an experiment that will alter how the platform is used, especially regarding influencers, whose main metric is the number of engagements. However, this will emphasise the importance of comments, elevating them as the primary source of a person’s or brand’s true influence.

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