Chances are you've already invested quite a lot of time, resource, and no doubt hard cash into 'optimising' your website for all the relevant search engines.

And now you have all these people telling you that 'Social Media' and this years launch of ChatGP is the place to be found and seen, so what on earth do you do next?

If you follow @Dr Augustine Fou you will have seen this:https://www.linkedin.com/posts/augustinefou_dont-use-chatgpt-for-searches-you-dont-activity-7028701915878187008-ZuR3?utm_source=share&utm_medium=member_ios

DON'T use ChatGPT for searches

- you don't know where it got the materials, it doesn't cite sources, and you have no way to check if any of it was correct


DON'T use ChatGPT to write code

- you don't know if it incorporated bad or malicious code, or if it left backdoors in the code


DON'T use ChatGPT to write your essays

- it'll make you look like a dumb middle-schooler ... "in conclusion, we just stated these 3 points, etc."

Many companies rely solely on their marketing teams to create content, however the most successful content marketing campaigns require a team effort. 

From managers and quality analysts to technical support and sales teams, getting the entire organisation to contribute to content has many benefits.

Your team is full of individuals, all capable of sharing unique and exciting perspectives. It can be challenging, of course, to rally everyone around content creation - especially those outside of the marketing department  but in doing so, you can add an entirely new, relevant angle to what you produce. 

"Who better to tell a company’s story than its employees? Team members are far more capable than any external marketing agency. When team members generate content, they themselves become the face of the company, and consumers often find it easier to relate to a real person than a company entity."

Social media (without the intrusive adverts) is really about how we naturally 'discover' things that we might not be 'searching' for, its the stuff that interest us, intrigues and informs, its stuff that our friends and work colleagues have found of interest, and some of their interest sparks our curiosity, it's just being social right?

If you utilise social media as a most amazing Superpower, leverage employee, and customer advocacy to a greater level than your competitors, guess what happens?

Yes, your organic ranking also improves, you magically 'own' that space, not just for keyword terms, but all those matched terms, and long tail keywords that also add up to the value recognised by the Google algorithm.

Today it seems that hurdle might have become a whole lot easier - if you believe the hype that is around ChatGP.

But just what is it?

ChatGPT is an AI programme called a large language model. It has been trained on billions of words from the internet and then refined by humans.

Its power comes from being able to write sentences because it can accurately predict the next word to write, like auto-complete but on a huge scale. Users are able to ask it questions in a prompt box and it returns the answer almost instantly.

This is the chatbot that helped Jeremy Hunt write his speech on the economy and is helping millions of others with homework, computer code, essays, poems and business presentations.

It has passed MBA, Bar and US medical licensing exams, has been banned from universities and even a machine-learning conference, and has spawned versions that can give you bespoke recipes as well as build apps. It even co-hosts a podcast.

“You might ask the question, ‘Why aren’t there similar systems from, say, Google and Meta?” 

"The answer is, Google and Meta both have a lot to lose by putting out systems that make stuff up. Meta (Facebook etc) referred to the chatbot’s habit of “hallucinating” — giving wrong answers with confidence." 

LeCun knows about this because Meta recently released Galactica, a conversational AI engine for academia, but pulled it within days after users were able to generate papers on the benefits of suicide, antisemitism and eating crushed glass.

If Meta is relaxed about the development, Google appears to be in a mini-panic. Its founders Larry Page and Sergey Brin, who left their daily roles in the company in 2019, are back. trying to devise an AI strategy that tackles the ChatGPT threat.

Many believe the underlying technology represents the future of search, rather than the ad-driven, link-returning Google model. Sundar Pichai, the Google chief executive, has declared a “code red”, which is akin to pulling the company fire alarm, according to The New York Times.

The emergency looks real, too, with Microsoft’s announcement that it will incorporate ChatGPT into its search engine Bing. Start-ups such as Perplexity AI and You.com have already started creating conversational search engines, albeit with mixed results.

So in summary if your of the mindset that a social strategy is underpinned by great content then whatever way AI chat goes it will no doubt be leveraging some of your content - we just need to be confident that we get the credit......