Abstract

The aim of the article is to show the role played by AI-powered tools in measuring the effectiveness of digital communication in social media using a university case study. Therefore, a research problem was formulated to identify the metrics (KPIs) used to measure the effectiveness – non-financial outcomes – of digital social media communication at the university using AI tools. The literature review on the role of AI in digital marketing in social media showed that it is used, inter alia, to measure the effectiveness of digital communication – social performance. The importance of KPIs in digital marketing – indicators for measuring non-financial performance – and the presentation of tools used to analyse the effectiveness of social media campaigns were based on a case study of a higher education institution in Poland. With the application of AI tools (such as ContentStudio, HelloWoofy or Sotrender etc.), it is possible to automate analytical processes for KPIs such as reach, engagement, content or customer service, among others, as well as systematic reporting. This, in turn, provides opportunities to systematically monitor and make improvements to the implemented social media marketing communication strategy – to create a kind of Decision Support System (DSS) to support the aforementioned process. The study is introductory and exploratory in nature. It indicates the importance of tools using AI in business practice – using the case study of a university as an example.

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