Leveraging AI On Social Media: Using It Without Losing It

April 16, 2025
Organic Social Media

In the social media world today, things are moving at lightning speed, adding on pressure to the multifamily industry and more. Bringing AI into the mix adds to the ever-changing landscape of technology, as social media roles may become obsolete in the future with AI taking dominance.

In many industries, social media professionals are held to various responsibilities that have started to become outsourced to AI. It leaves many of us wondering, “When is AI going to replace us?” However, the real question is, “How can we use AI to an advantage without losing the humanistic aspect of what so many people crave on social media?” Let’s explore this:

AI isn’t perfect – While it is relatively new, there are already 400+ million weekly users of AI platforms, including ChatGPT. Solely depending on this tool to write captions, source hashtags and more might not be the best, as it’s been known to make mistakes.
Repeat after me – As Social Media Strategists, we aim to provide content variation, whether that’s in the images themselves or the captions we use. AI can be repetitive, and it’s up to us to shake the trees and remember to add more flair to what we’re writing and posting.
Think of the other side – What would YOU want to see as a consumer? Could you point out the repetition? What would appeal to you? Asking these questions while strategizing social media is important, as it’s vital to keep your target audience top of mind and to increase engagement and reach.
It’s not all bad – Don’t get us wrong; AI is a very helpful tool and can save on time, writer’s block, and creativity ruts. We just need to be smart about how we use it and remember that at the end of the day, there’s a human on the other side looking at these posts and engaging with them.
Onsite vs. offsite – Whether you’re a part of an onsite team or are working behind the scenes at an agency, it’s important to not be scared (yes, scared) of AI and to break through the hesitation of even starting to use it. Adding something new into your workflow to enhance strategy and spark new ideas is worth trying. Just like you have to stick to brand guidelines, you can have ChatGPT do the same.

The key is to think of AI as a tool, not a threat. While social media can be seen as a highlight reel and not reveal the full picture of day-to-day life, you still have the control to share what you want people to see. As with AI, you have the ability to use it however much or little you want.

At Digible, we offer Organic Social services to the multifamily industry. We aim to craft the perfect strategy for properties, with a focus on increased brand awareness, engagement and brand reputation. Also, innovation is at the forefront of Digible, as we are consistently exploring the newest AI tools to deliver best-in-class services to clients while maintaining authenticity.