Community managers should leverage machine learning and artificial intelligence (AI) to personalize content for their communities and foster relevant and engaging dialogue.
That point was hammered home by Amith Nagarajan, CEO of Aptify, who spoke yesterday during webinar in honor of Community Manager Appreciation Day.
Nagarajan, whose company provides enterprise software to membership organizations, was one of the interviewees in a livestream featuring discussions on the state of community management.
"Typical community member have to find their own content and information they're interested in," Nagarajan said in an interview with KiKi L'Italien, digital strategist. "It's presented in chronological order and users have to search what interests them. Those days are over."
AI disrupts those tactics. As CMSWire contributor Jonathan Moran wrote in an article on AI, it changes the workplace through:
Don't let your community members search for content that matters to them, Nagarajan said. Community managers have the power through machine learning and AI to take advantage of a vast amount of data available in the cloud or in proprietary systems and deliver relevant content to visitors, he said.
"People are not going to have patience anymore to dig in and search," Nagarajan said. "They want the best conversations and topics to come to them automatically. You can now personalize the content for each user in real time."
While the technology augments the community manager's role, he or she can take that personalized content to a deeper level. They can help connect people to peers.
"Our community members rely on us for trusted content, for new ideas and connection with peers," Nagarajan said. "Technology can constantly bring us to new content, and our communities and community manager should cultivate those relationships.