If Your Social Media Marketing Tools Could Think

If you spend several hours a week trying to determine the best day and time to post to social media, posting content and trying to make sense of the analytics afterward, you might want to listen to Brennan White.

He’s the CEO of Cortex, a new artificial intelligence tool for social media marketing that he claims can save marketers so much time, they can finally get back to the root of social media: creating content.

White believes we’ve entered into an era where marketers should demand more from their marketing tools, and use less of them.

The Brains Behind Social Media

“For the past decade, the state of art has been analytics – gathering data and presenting data to marketers in such a way that the marketer can make accurate determinations in a timely fashion,” said White. 

“That decade and that era is ending. Because technology makes it possible, you should be given big piles of data and graphs to slice and dice, and access to software that is constantly, actively working on your behalf – analyzing data and acting on decisions.”

White stated that the average Cortex customer has increased engagement by 400 percent, and saved seven hours per user, per week.

That’s a pretty big chunk of time that social media marketers could be using for more strategic work.

Here’s how Cortex works: You log into the system a couple of hours a week to create your content. Based on artificial intelligence around your social media team’s needs, Cortex builds a forward-looking calendar that recommends the number of posts you should make, when you should make them, and to which platform.

The system also takes into account data around your competitors, as well as the industry as a whole.

Solving the Thin Data Problem

One of the reasons White believes it’s so difficult for social media marketers to determine whether or not their posting schedule and type of post will be effective is that there’s not enough information out there to make informed decisions.

“It’s hard to say that the reason ‘x’ post was good was because of the day or time, and not the content,” he said. “The data is too thin to make statistically significant, confident determinations about timing and type.”

To help resolve this, he continued, Cortex built a database based on the social media habits of 26,000 brands, allowing companies to take advantage of a huge set of competitive intelligence data, without doing the digging themselves.


Although White said users can always add competitors, in most cases, they’re already included in the dataset. And, because Cortex is not selling the data, he said, users are free to export the data and use it in any way they wish.

Next Stop: Content Recommendation

According to White, within the next six weeks, Cortex will complete its phase one development, which includes recommendations on frequency and posting platform.

In phase two, he continued, Cortex will be working with semantic technology to empower creative people and create “super powerful” recommendations on the content itself, effectively building up the content calendar to include the types of photos and videos that would be best to post.

For example, rather than asking your photographer to capture a photo for your Facebook post based on very little information, using Cortex, marketers can provide specific context details for the most effective photo, such as colors, said White.

“With Cortex, social media marketers can capture the content of all the posts from 26,000 brands for the past few years, and know that it would be best to post a cool photo on Facebook with orange as the main color, a recognizable human, and with this caption,” he said.

“Cortex takes the guesswork out of social media, and through automation, helps increase engagement and reach, giving hours back to marketers.”

Creative Commons Creative Commons Attribution-No Derivative Works 2.0 Generic License Title image  by ChrisK4u.