Winning on social media today has become a tactical play - one that requires an entire room of experts. The amount of social media related professions has grown and as brands continue making serious monetary investments in social the issue of soaring costs and resources becomes the bottleneck for brands that want to reach their audiences on the News Feed and scale their marketing.

Employing machine learning to make strategic investments has resolved guesswork from the day-to-day for many marketers. The advancements in Artificial Intelligence (AI) certainly made it easier for marketers to pinpoint what content is truly engaging their audiences. It helped them return more value from their social media investments through efficiency. In the next year, we should see automation take over other integral parts of social media, especially in the area of audience segmentation and building of accurate audience personas for brands.