The Role of AI and Machine Learning in Social Media Marketing

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One of the fastest-growing trends in social media marketing is the use of AI tools. AI and machine learning help businesses better understand their audiences and create more engaging content, making it easier to connect with people on a deeper level. 

What is AI?

AI, or artificial intelligence, is transforming the landscape of content creation and social media marketing with tools like ChatGPT leading the charge. These tools have changed the game, making it possible to not just come up with content ideas, but to also create entire posts that capture a company’s unique style. With the arrival of ChatGPT4o and custom versions of GPT, AI’s role has expanded. Now, it can develop a company’s voice, and handle much of the content creation process, showing off its ability to adapt and be creative. 

The Benefits of Creating GPTS for Social Media 

Utilizing ChatGPT 4 to generate GPTs is reshaping content creation, elevating both efficiency and creativity to new heights. This cutting-edge tool is a game-changer that ensures a seamless blend of clarity and consistency in a brand’s voice. 

ChatGPT 4 boosts copywriting productivity by streamlining the creation process, enabling content to be developed more swiftly and effectively. It’s also helpful for coming up with new ideas, checking grammar, and keeping content fresh and interesting. This tool doesn’t just help your brand sound better; thanks to its creativity and flexibility, it changes the way stories are told online.

How to create custom GPTs for Social Media

Creating custom GPTs with ChatGPT 4 involves a few steps that ensure your AI model is tailored to meet your specific content creation needs and the voice of the company. Here’s a guide to help you get started:


Begin with a detailed instructions document. Outline what the GPT should achieve, its goals, and its intended applications. This could range from generating blog posts to crafting social media content. 

When preparing the GPT, you need to feed it as much information as possible. You are going to tell it what company it is working for, what its role in the company is, and what it is trying to accomplish. It is also beneficial to include information about the company and its mission statement. This helps the GPT build an identity and differentiates it from a standard ChatGPT conversation. 

When giving ChatGPT background information, it is best to break everything down into clear and concise bullet points. For example: 

  • “You are a Social Media Manager at Go Fish Digital.” 
  • “Go Fish Digital is a Digital Marketing Agency that takes a data-first approach to drive their marketing strategies.” 
  • “You will be developing organic social media content for their Instagram, LinkedIn, Facebook, and Twitter accounts.” 


Define the characteristics of your posts in the instructions section of your GPT. Specify the length, tone of voice, and whether to include elements like emojis. These details will guide the AI to produce content that aligns with your brand’s voice and content strategy. 

When providing instructions to ChatGPT, you should make your wording clear and easy to follow. Here are some examples of instructions and wording you can provide (specific wording depends on the GPT you would like to build): 

  • “Keep posts in a ____ tone of voice.”
  • “If there is a lot of information given to you, use it to your advantage and make an extremely detailed LinkedIn post.”
  • “There is no restriction to the length and detail of a LinkedIn post for you to create.” 
  • “For Twitter, keep the posts under 280 characters, and keep posts in a _____ tone of voice.”


For more nuanced control over the content, elaborate these instructions in a comprehensive document. This could include examples of desired writing styles, target audience insights, and thematic preferences. The details are going to fine-tune the output that you are going to receive. The more details you put in your instructions, the better the copy is going to sound. If you can add a couple more adjectives to those writing styles, it will help make the output sound more in line with your company. 

Here are some examples of writing styles that I have used when developing GPTs:

  • “Professional” 
  • “Write in a professional tone of voice for a ____ company who sells their products to ____.”
  • “Conversational”
  • “Playful” 


Upload your detailed document into the AI’s knowledge base. This step is crucial as it enables ChatGPT 4 to assimilate this information, ensuring the content it generates resonates with your brand’s identity and content goals. 

You can upload this information into the knowledge base in a couple of ways. You can upload the document directly, either as a Word Document or PDF. Alternatively, you can write or copy and paste your instructions directly into ChatGPT.


Utilize the custom GPT to draft a content calendar for the month or to create individual posts. The GPT can be used by either directly writing information down or uploading a spreadsheet with post ideas. The AI can generate a skeleton of your content strategy, providing a structure that you can refine and finalize.

When asking the GPT to create posts, you can approach this in a few ways. 

  • Asking the GPT through the chat feature. You can ask the GPT to generate you a post about a specific topic, and because it is fine-tuned to your liking, the post should meet your needs. You can then become more specific with ChatGPT to edit the output into something ready to post. 
  • Alternatively, you can also create a large amount of content in Excel or Google Sheets. You would then download this information as a CSV file and upload it into your custom GPT. This method will cause your GPT to feed you a large amount of outputs at the same time. 

Here is an example of what that setup would look like: 

Lessons Learned

When working with AI and ChatGPT for creating content, it’s important to stay patient and expect some initial trial and error. This process is a learning curve for both the AI and the user, especially as you refine your GPT to get it just right. Keep in mind that it’s unlikely to be perfect on the first go. 

Even when you’ve tailored the GPT to suit your needs closely, it’s crucial to review its output and tweak it as needed. Typically, a well-adjusted GPT generates content that’s about 80-90% there, with the final touches needing a human’s input. This approach ensures the content not only aligns with your vision but also maintains a quality that resonates with your audience.

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