Artificial intelligence (AI) can improve efficiency and workflow in social media management. It should be used as a tool to support human creativity and decision-making — not replace it. All AI-assisted content should reflect our brand values, accuracy standards and ethical responsibilities.
Appropriate Uses of AI
AI may be used to support the following social media activities:
Content Ideation and Drafting
- Brainstorm caption ideas, foundational content ideas, and trends.
- Draft social media copy, video scripts, and post variations.
- Generate creative concepts for graphics or visual storytelling.
Photo and Video Editing
- Remove backgrounds or unwanted objects from images when appropriate.
- Generate captions, subtitles, and transcripts.
- Improve image quality, resize content, or format assets for different platforms.
- Automate repetitive editing tasks that do not misrepresent the subject.
Scheduling and Performance Analysis
- Recommend optimal posting times.
- Analyze engagement, reach, and audience trends.
- Identify high-performing content and suggest opportunities for improvement.
Platform AI Features
Many social media platforms already use AI to enhance the user experience, including:- Feed recommendations (such as TikTok's “For You Page”) based on user behavior and preferences.
- Advertising optimization through audience targeting and campaign performance analysis.
- Automated customer service chatbots for routine inquiries.
- Content moderation to detect spam, hate speech, misinformation, and violations of platform policies.
Inappropriate Uses of AI
AI should not be used in ways that compromise authenticity, accuracy, or trust.
Publishing Without Human Review
- AI-generated text should never be copied and pasted directly into social media posts.
- Every AI-assisted post must be reviewed by a human for:
- Accuracy
- Brand voice and tone
- Grammar and clarity
- Context and appropriateness
Misleading or Altered Images
- AI should not be used to change the appearance of people, products, locations, or events in ways that are misleading or do not reflect reality.
- Images should remain truthful representations unless clearly identified as illustrations or creative concepts.
Artificial Engagement
- AI bots or automated accounts should never be used to artificially increase followers, likes, comments, shares, or other engagement metrics.
- Engagement should be earned through authentic interactions with audiences.
Crisis Communications
- AI should not be used to create or publish real-time responses during crises, emergencies, or brand safety issues.
- Communications involving legal, reputational, or public safety concerns must be reviewed and approved by appropriate human decision-makers.
Guiding Principles
When using AI for social media, employees should:
- Use AI to enhance (not replace) human creativity and judgment.
- Verify all facts, statistics, quotes, and references before publishing.
- Protect confidential, proprietary, or personal information by not entering sensitive data into public AI tools unless approved by company policy.
- Ensure content aligns with brand standards, organizational values, and applicable laws.
- Be transparent when AI-generated content could reasonably mislead audiences about its origin or authenticity.
- Respect copyright, licensing, and intellectual property rights when using AI-generated text, images, audio, or video.