Nand Kishor is the Product Manager of House of Bots. After finishing his studies in computer science, he ideated & re-launched Real Estate Business Intelligence Tool, where he created one of the leading Business Intelligence Tool for property price analysis in 2012. He also writes, research and sharing knowledge about Artificial Intelligence (AI), Machine Learning (ML), Data Science, Big Data, Python Language etc... ...Full Bio
Nand Kishor is the Product Manager of House of Bots. After finishing his studies in computer science, he ideated & re-launched Real Estate Business Intelligence Tool, where he created one of the leading Business Intelligence Tool for property price analysis in 2012. He also writes, research and sharing knowledge about Artificial Intelligence (AI), Machine Learning (ML), Data Science, Big Data, Python Language etc...
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How The Facebook Chatbots Story Got Overblown: 5 Key Lessons For Marketers
- People don't read beyond headlines. First, this story makes it apparent that most social media users simple don't read anything other than headlines. In fact, research has already shown this to be the case, with 6 in 10 users sharing articles they haven't even clicked on. What does that mean for you? It means a headline can mean far more to the success of your content than the content itself. The story of an almost-routine scientific AI experiment is way less exciting than a close call with a superior machine intelligence.
- Timing isn't always a necessity. In content marketing, we often think about the timing of our work, especially when it's related to current events. We want to respond to news as quickly as possible, and churn out work at a faster and faster pace. This story shows us that timing isn't a necessity; after all, this story gained traction almost two months after it was initially reported. You can find gems to report on dating weeks to months back, and you can dig up old information to make it fresh again, so don't rule something out just because it isn't hot off the presses.
- Original reporting is rare (and a huge commodity). Facebook's original report on the experiment received almost no traction, but is full of highly detailed, important information. The only problem is that it failed to present that information in a way that made the community excited to receive it. Original research (such as information from surveys or experiments), is rare, and having it presented in an entertaining, approachable way is even rarer. It's up to you to fill that void in your industry.
- Fact checking is vital. If you're reporting on something else, or basing your article on someone else's presentation, make sure to get the facts straight. Though I haven't performed a root cause analysis, my guess is this specific incident started with one exaggerated report, followed by a few dozen other reports that mirrored what it said without checking the facts themselves. Before you assume your source is correct, follow up on the details.
- Emotional appeals work (but be careful). One of the biggest reasons for this article's success was its play on human fears of an AI takeover. Marketing to people with strong emotions (including fear) can be a powerful way to gain more attention-but again, you have to ground your headlines in reality if you want to protect your reputation.