Artificial intelligence has become increasingly common in social media marketing, but its convenience comes with tradeoffs. While AI can support brainstorming and administrative tasks, overreliance on AI-generated content can weaken authenticity, reduce audience trust, and create messaging that feels generic. At Fleur de Lis Communications, we believe AI should play a limited supporting role, not lead your social media strategy.
Where AI Can Be Helpful
We recommend limiting AI to behind-the-scenes tasks such as:
- Brainstorming ideas
- Creating outlines
- Organizing content calendars
- Repurposing existing content
- Summarizing reports
AI should assist your workflow, not create your finished content.
Where We Recommend Avoiding AI
We recommend against relying on AI for:
- Final social media captions
- Public facing messaging
- Brand storytelling
- Graphics intended to represent your organization
- Employee or customer imagery
- Crisis or sensitive communications
These areas require human judgment, empathy, creativity, and an understanding of your audience that AI cannot replicate.
Human Oversight Is Non-Negotiable
Even when AI is used to assist with content creation, every piece of content should be reviewed by a person before it is published. Before posting, ask:
- Is the information accurate?
- Does this sound like our brand?
- Is the tone appropriate for our audience?
- Could anything be misunderstood?
- Does this reflect our organization’s values?
AI can generate convincing content, but it cannot verify facts, understand context, or exercise sound judgment. Human review remains essential for protecting your credibility and reputation.
Prioritize Authentic Content
Research consistently shows audiences engage most with content that feels genuine. Whenever possible, choose:
- Original photography
- Real employees and customers
- Behind-the-scenes moments
- Community events
- Original video content
- Authentic stories from your organization
We recommend avoiding AI-generated imagery whenever possible. While these visuals may be visually appealing, they often lack authenticity and can make a brand feel impersonal or disconnected. Real people and real experiences consistently build stronger trust and engagement.
Write for People, Not Prompts
AI-generated writing is becoming increasingly recognizable. Because AI draws from existing patterns rather than original experiences, its content often feels repetitive, generic, and emotionally flat. Audiences connect with authentic stories and unique perspectives, qualities that are difficult for AI to reproduce. Before publishing, ask yourself:
- Would we actually say this?
- Does it reflect our personality?
- Does it sound conversational?
- Does it provide value to our audience?
If AI could have written it for any organization, it probably shouldn’t represent yours.
Design for Social Media
Whether content is created by AI or by a designer, effective social media graphics follow the same principles. Aim for:
- One clear message
- Minimal text
- Strong, authentic imagery
- Easy-to-read typography
- Captions that provide additional context
People scroll quickly. Simple, visually engaging graphics consistently perform better than graphics overloaded with information.
FDLC’s Recommendation
We recommend using AI sparingly and intentionally. The strongest social media content comes from real people who understand your organization, your audience, and your goals. Authentic storytelling, original photography, thoughtful strategy, and genuine human connection remain the foundation of successful social media. When in doubt, choose authenticity over efficiency. The content that performs best is rarely the fastest to create, it is the most genuine.
