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Harnessing AI for Social Media: Insights from SoSha’s CTO Valentin Kassarnig

Updated: Jul 2

Valentin has been researching and working in the generative AI space for almost a decade, using his expertise to iterate on SoSha's unique AI Writing Assistant.

Over the last few years, we at SoSha heard the same feedback from organizations, big and small, looking to maximize their audience reach: they need tools that not only make it easier to share key messaging, but can also optimize it to achieve the greatest possible audience engagement. 

That’s why SoSha has steadily developed an unique AI-powered Writing Assistant, programmed with social media engagement best practices in mind. This feature has given SoSha users a variety of functionalities, from composing numerous variations of social posts in seconds to providing alternative copy suggestions based on tone or different audience perspectives. 

Based on client data, more and more social media teams are using the AI Writing Assistant with great success. In the first half of this year, approximately 78% of active SoSha users have used the AI-powered Writing Assistant to generate posts. Additionally, we’ve found that 70% of all AI generation sessions ended up in a post being saved in a user’s toolkit. This has led to a steady increase in the amount of posts and toolkits being created, ultimately driving more clicks and share engagement for many SoSha users.  

And as SoSha prepares to launch its revamped platform later this summer, we’re encouraging even more social media managers and teams to fully harness the AI Writing Assistant to optimize copy for each social network. 

The value of our AI Writing Assistant lies in the experience and passion of our team and co-founders, specifically SoSha’s CTO Valentin Kassarnig. Valentin's interest in AI began with an undergraduate course at the University of Helsinki. 

“I was fascinated by how computers can learn and improve,” explains Valentin. “This was an exciting new space to discover what computers were capable of and in what contexts they could be deployed effectively. I was very eager to be in that space.”    

Years later during his years as a PhD Fellow at the University of Massachusetts, Amherst, Valentin released a study, “Political Speech Generation,” which used models to analyze transcripts of Congressional speeches and debates and generate new speeches based on the patterns and techniques used. This study found widespread recognition in the Washington Post and MIT Technology Review, and served as the basis on which SoSha’s AI Writing Assistant would be built. 

As SoSha has developed and learned more from how clients used AI in their social media post drafting, we’ve been able to solidify more key practices. “People often worry about their community sharing the exact same text, so the [AI] Writing Assistant helps by creating unique post variations,” Valentin explains.

However, he also emphasizes the capacity for AI tools like SoSha’s to help users express their thoughts in the right format. “In the end, the words belong to the users. We just provide the tools to help them express themselves. In this way, AI acts as a remedy for writer’s block, enabling users to speak about the causes they care about.”

SoSha is continually working to find even more ways organizations can utilize AI to save time and ultimately boost engagement with fundraising campaigns, event registrations, and more. Similarly to using advertising or influencers to expand messaging reach, toolkits can empower communities to be effective advocates for an organization’s cause, and SoSha plans to expand these toolkits even further. “Looking ahead to the next iteration,” explained Valentin, “we want to implement the ability for our users to input long-form texts, such as petitions or press releases, and instantly generate varied posts from them.” 


To see our AI-powered platform in action, sign up for a demo here.


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