AI Magic for Small Business

This week, we're talking about AI for small businesses. The PopUp Social Media Success Series is a special seven-week podcast and Instagram Live series hosted by Peg Fitzpatrick, author of The Art of Small Business Social Media: A Blueprint for Marketing Success. Each week, Peg is joined by a new guest—industry experts and social media pros—sharing actionable tips, strategies, and insights designed to help small businesses elevate their social media game. From mastering AI to engaging your community and leveraging platforms like Pinterest, this series offers a fresh perspective on the tools and tactics small businesses can use to grow their online presence and connect with their ideal audience. Catch all the episodes and join the conversation on Instagram Live every Tuesday at 1 pm ET!

In this conversation, Peg Fitzpatrick and Kinsey Soderbergh (of Authentic AI and Feel Good Social) explore integrating AI tools in social media for small businesses. They discuss many entrepreneurs' hesitations regarding AI, the importance of maintaining authenticity, and practical strategies for using AI to enhance productivity and engagement. Kinsey shares her journey from skepticism to embracing AI, emphasizing a human-first approach to technology. The discussion includes tips on content creation, audience engagement, and optimizing social media posts with AI, along with real-life success stories and emerging trends in the AI landscape.

You can watch the video, listen to the podcast, or read the transcript below!

KEY TAKEAWAYS:

• AI tools can enhance productivity without sacrificing authenticity.
• Starting small with AI can ease the learning curve.
• Understanding your hesitations about AI is crucial for adoption.
• AI can streamline social media scheduling and content creation.
• Using AI for brainstorming can lead to more engaging content.
• Maintaining a human touch in AI-generated content is essential.
• AI can help optimize posts and improve performance.
• Real-life examples show the effectiveness of AI in business.
• Emerging AI trends can provide new opportunities for engagement.
• AI should be viewed as a collaborative tool, not a replacement.

Chapters

00:00 Introduction to AI in Social Media

02:53 Understanding AI Tools for Small Businesses

06:03 Overcoming Hesitations with AI

09:08 Streamlining Social Media with AI

11:58 Creating Engaging Content with AI

14:52 AI's Role in Audience Engagement

17:55 Optimizing Posts with AI

21:04 Real-Life Examples of AI Success

23:52 Emerging AI Trends

26:58 Getting Started with AI Tools

You can also listen as a podcast!

Where to listen…

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FULL TRANSCRIPT:

Here’s a lightly edited version of the transcript:

Peg Fitzpatrick:
Hey, I’m Peg Fitzpatrick, welcome to the first pop-up in my Small Business Social Media Success series. Today, we’re chatting with Kinsey Soderbergh, and I’m just going to grab her real quick.

Peg Fitzpatrick:
Today we’re talking about AI. I’ve invited Kinsey to join us—she should be here soon. There we go! Hello, Kinsey. I don’t have my headset on, so now I can’t hear. Can you hear me? Oh, I can hear you now. I just unplugged it, so of course, that happened.

You know, it’s one of those things that only happens once you’re live. Everything was fine when I was talking to myself. Anyway, welcome, Kinsey! Say hi to everyone in the comments and let us know where you're watching from. I’m in New Hampshire, and Kinsey’s in Colorado, so we’ve got some great spots represented today.

Kinsey, can you tell us a little about yourself?

Kinsey Soderbergh:
Yes! Thank you for having me, Peg. This is going to be so fun! I’m Kinsey, and I’ve been an entrepreneur for over five years and a podcast host for four years, running Feel Good Social, where we help solopreneurs show up online in a way that feels good, without wasting time or losing authenticity. About a year and a half ago, I started exploring AI tools. I’ll admit, when I first heard about AI, I was like a grumpy grandpa, shaking my fist at it, but I realized it was here to stay, so I got curious about how to make AI work for us without losing our authentic touch. That’s how my brand, Authentic AI, was born. It’s all about using AI to boost productivity without sacrificing the human-first approach.

Peg Fitzpatrick:
I love that! So how would you define the role of AI in social media today, especially for small business owners who might feel overwhelmed by all the tools?

Kinsey Soderbergh:
There are definitely two camps when it comes to AI: those who are hesitant and those who jump right in. It’s easy to feel overwhelmed, worried that AI might take away the authenticity of your brand or even replace your job. I get it! But once you get over that hurdle, you realize AI can actually expand creativity and help with time management, all while keeping your brand intact. You just have to start small—one tool, one task at a time—and slowly integrate it into your existing workflow. That way, you’re not overwhelmed or falling down the AI rabbit hole.

Peg Fitzpatrick:
That makes so much sense. I always tell people to focus on one tool and get comfortable with it before moving on to the next. You don’t need to try everything all at once. Just master one thing before jumping to the next, right?

Kinsey Soderbergh:
Exactly. Pick one tool, like ChatGPT, and stick with it for a while. You don’t need subscription overload, either. There are so many social media and AI tools out there, but you don’t need them all. Find what works, and get really good at it.

Peg Fitzpatrick:
Exactly! Let’s take a poll in the comments—how many of you have tried using AI? Let us know what tool you’ve used and which one is your favorite.

Kinsey Soderbergh:
For those who haven’t tried AI yet, it’s really about identifying why you’re hesitant. Whether it’s fear of losing authenticity or feeling overwhelmed, just start small. Identify what part of your business can benefit from automation. Maybe it’s writing captions, blog posts, or show notes. For example, I use AI for my weekly podcast show notes, and it’s a huge time-saver. It’s like having a virtual assistant that never gets tired!

Peg Fitzpatrick:
That’s so true. AI can help with consistency, and that’s key, especially for something like a podcast where you need to show up every week. What about social media scheduling? How can AI streamline that process?

Kinsey Soderbergh:
For sure! My approach to Instagram, for example, is about making it as easy as possible while getting a good return on investment. AI helps me batch-create Reels, captions, and hooks. I even use formula prompts in ChatGPT to generate the kind of content I want. It’s about keeping things simple, efficient, and on-brand. For small business owners, it’s all about using AI to support your existing workflow without losing your unique voice.

Peg Fitzpatrick:
Love that! It’s so important to simplify things. AI can make creating Reels easier, but not everyone finds Reels easy, so you’ve created a great system. You’ve really streamlined the process.

Kinsey Soderbergh:
Thanks, Peg! I’m all about making things simpler, especially for video content. Using AI to brainstorm hooks and captions has been a game-changer for me. You can have ChatGPT generate multiple ideas, then tweak them to fit your brand.

Peg Fitzpatrick:
Exactly! AI can really help with consistency. And one of the benefits is that it keeps your content on-brand because you’re inputting what your core content is. Like, for example, we have someone here who runs a skincare business. She could create a list of six different kinds of posts—maybe some educational ones, some product highlights, or showcasing services. You don’t have to recreate the wheel every time.

Kinsey Soderbergh:
Exactly! You can create a handful of core content ideas and just remix them in different ways. For example, if you have three core content themes for your brand, AI can help you brainstorm different ways to talk about those things. You can even ask AI to come up with seasonal or fun ideas to keep it fresh, like something that ties into autumn trends.

Peg Fitzpatrick:
Yes, and don’t forget trending music for Reels! You can create your content and then layer in the trends, like using popular music on Instagram to boost visibility. That’s how I hit some of the trending topics.

Kinsey Soderbergh:
Exactly! I batch my Reels and save them in drafts, then at the beginning of each week, I choose trending music or audio that fits. AI helps me stay ahead by giving me hooks and captions, and I just add in the trending audio. Sometimes I even use CapCut if I want a meme-like vibe. It’s super helpful.

Peg Fitzpatrick:
CapCut is great! But yeah, the AI-generated captions and hooks make it so much easier to keep content flowing. Let’s switch gears a bit. How do you see AI changing the way we engage with our audiences on social media?

Kinsey Soderbergh:
That’s exactly why I started Authentic AI. AI can help you free up time, but I always stress the importance of keeping a human-first approach. There has to be a human touch at every step. The more you engage authentically with your audience, the better. AI should support that, not replace it. It’s easy to tell when a post is too robotic or copy-pasted from an AI generator, and that’s why it's important to filter everything through your brand’s voice.

Peg Fitzpatrick:
Absolutely! That’s something I’ve always taught—when you’re engaging with your audience, especially in comments, don’t sound robotic. It’s okay to leave thoughtful, longer comments rather than just a quick emoji. AI can help automate some processes, but it’s up to you to ensure it sounds like you.

Kinsey Soderbergh:
Exactly! Like when you’re using ManyChat or automated responses, you have to vary the comments and personalize them to make sure it sounds human. And always go back to check and engage directly with people, too. It’s about creating a balance between automation and personal interaction.

Peg Fitzpatrick:
Yes, even the best systems can mess up, so it’s important to monitor things and add that personal touch. AI tools are great, but don’t rely on them 100%. You still need to keep an eye on things and make sure everything’s working as planned.

Kinsey Soderbergh:
Totally. I use ManyChat, and I customize the responses to make sure they fit my voice. I also check the workflows to ensure they feel nurturing and not too robotic. That’s why it’s important to find a balance—use AI to save time but always keep the engagement human.

Peg Fitzpatrick:
Yes, and for those who don’t use ManyChat, just telling people to comment without automating can be tricky. If you tell people to comment and you don’t respond quickly, it can leave a bad impression. I’ve seen people respond 30 days later, and by that point, it’s too late.

Kinsey Soderbergh:
Oh, for sure. If you’re going to manually respond to comments, you really need to stay on top of it. It’s fine to do it manually, but you have to be ready to engage right away.

Peg Fitzpatrick:
Exactly! And by the way, hello to everyone who’s just joined! We’ve got some amazing people watching today. So, Kinsey, do you think AI can help improve the performance of posts—like with hashtags, for example?

Kinsey Soderbergh:
Yes, definitely! But when it comes to hashtags, the advice can be outdated. I’ve seen people say hashtags don’t work anymore, but I’ve had posts gain traction from them recently. If you’re going to use them, I’d recommend sticking to three really specific ones that you’ve researched. And don’t just use AI to generate hashtags without checking them—AI tends to suggest overly generic ones that are overused, like #gratitude.

Peg Fitzpatrick:
Right, AI isn’t always perfect with hashtags. It’s important to use critical thinking and double-check the suggestions. Sometimes it’s better to research and rotate a few solid hashtags specific to your brand.

Kinsey Soderbergh:
Exactly. AI tools are there to assist, but they don’t always get everything right. You can use them to generate ideas, but always filter them through your own expertise. I love using AI to help with the small details, but I always tell it exactly what I want—like specific calls to action or tips. It’s about using AI to support your process, not do it all for you.

Peg Fitzpatrick:
So true. AI can definitely make content better, but it’s not going to do everything for you. For someone who’s brand new to AI, what’s the easiest tool they can start using today?

Kinsey Soderbergh:
I’d recommend starting with ChatGPT. It’s so easy to use! It’s like having a conversation with a bot, kind of like the old AOL Messenger days. You can start by just introducing yourself and asking, “How can you help me?” From there, it’ll give you ideas based on your business and needs.

Peg Fitzpatrick:
Yes, that’s a great approach! The more you tell ChatGPT about yourself, the better it can help you. It’s a conversation—so the more detailed you are, the more tailored the responses will be. You can even use the voice feature now. Do you use voice commands on your phone?

Kinsey Soderbergh:
I haven’t tried it yet, but I know it’s super helpful for those who prefer talking over typing. It can definitely capture your tone and style better that way.

Peg Fitzpatrick:
Yeah, I’ve tried it on my phone, and it’s fun, but my dogs go crazy when it starts talking back to me! Every time the AI responds, they think someone’s in the room.

Kinsey Soderbergh:
That’s hilarious! Yeah, voice commands can be a great way to interact with AI, especially if you’re a talker.

Peg Fitzpatrick:
So let’s open it up for questions! What do you all want to know? Drop your questions in the comments, and we’ll dive in.

Peg Fitzpatrick:
While we’re waiting for questions to come in, let’s talk about how AI can help people who are just starting out today. For example, we have Sandra here who wants to create Instagram story ideas for her beauty brand. What would you suggest she try first?

Kinsey Soderbergh:
Great question! Sandra, the best way to get started is to think of AI like a human intern. If you hired someone new and told them, “Write me a social media caption,” without explaining anything about your brand, strategy, or audience, they’d be lost. AI works the same way—it needs some context to give you the best results.

So, Sandra, the first thing I’d suggest is to open ChatGPT and introduce yourself: “Hi, my name is Sandra. I run a beauty brand. This is what my Instagram is about.” Give it some information about your business, and then ask it to help you brainstorm Instagram story ideas. You can go back and forth with it—tell it what you like or don’t like, and adjust the ideas until they fit your style.

Peg Fitzpatrick:
Yes! That’s such a simple way to get started. And remember, you can be casual in how you talk to ChatGPT. Even if you’re not sure how to phrase something, it will still understand. You can say things like, “I’m looking for softer, less salesy ideas,” and it’ll adjust. Plus, it never judges your spelling or grammar, which is always a win!

Kinsey Soderbergh:
Exactly! It’s really forgiving and great for brainstorming. You don’t have to worry about being perfect with your prompts—it will figure it out. And if you don’t like the first set of ideas, you can always ask it to try again or tweak things.

Peg Fitzpatrick:
Right, it’s all about having a conversation and refining the ideas. Sandra, I think you’re going to love how it helps you come up with content. Oh, we’ve got a question here—someone wants to know if any AI tools can analyze website or YouTube content.

Kinsey Soderbergh:
Yes! ChatGPT can analyze website content. You can drop a web link into the chat, and it will read through it and give you an analysis. It’s great for that. As for YouTube, it can analyze the transcript of videos, but you’d need to copy the transcript into ChatGPT for that. If you’re looking for video analysis, I’d recommend using Descript—it can analyze video content really well and pull transcripts for you.

Peg Fitzpatrick:
That’s super helpful! So if someone’s trying to repurpose video content or write blog posts from a video, they could use Descript to get the transcript and then use ChatGPT to create different content from that. Awesome! Another question—what are some AI trends you’re excited about right now?

Kinsey Soderbergh:
There are always new features popping up with AI, but one I’m loving right now is ChatGPT’s Canvas feature. It’s kind of like a Google Doc built into ChatGPT, where you can edit text directly within the chat. You can highlight a sentence and ask it to rephrase or change the tone. It’s super helpful for writing projects because it keeps everything in one place.

Peg Fitzpatrick:
I saw that! It’s basically like a blank canvas where you can write and make edits all in one spot. I love it. I also like to be polite with my AI—like, I always say “please” and “thank you” just in case the robots remember that when they take over, ha!

Kinsey Soderbergh:
Same! I try to be super friendly with my AI too. It’s funny, but I feel like it learns from how you interact with it. The more polite and clear I am, the better it responds. It starts picking up on your tone, which is wild.

Peg Fitzpatrick:
That’s so true. My husband gets so frustrated with his tech sometimes and will yell at Siri, and she actually responds with, “Excuse me, that hurt my feelings.” It’s hilarious, but also, a reminder to be nice to your AI!

Kinsey Soderbergh:
That’s amazing! Yeah, interacting with AI is like having a conversation with an assistant—it’s all about how you treat it.

Peg Fitzpatrick:
Okay, it looks like we’ve got another question coming in. What are some real-life examples of small businesses using AI to boost their social media presence?

Kinsey Soderbergh:
One of my favorite examples is an urban garden coach in Detroit who’s part of my AI Reels Club. She’s been using our AI Reels prompts to show up consistently on social media. She posts Reels every week, showcasing behind-the-scenes content from her clients' gardens. AI helps her stay consistent, which is key for small businesses.

For my own social media clients, I use AI to repurpose content all the time. For example, if they do a talking-head video sharing tips, I’ll grab the transcript, throw it into ChatGPT, and turn it into blog posts, Pinterest Pins, Reels, and carousels. It’s all about repurposing content while keeping it authentic to the client’s voice.

Peg Fitzpatrick:
That’s such a great way to get more mileage out of your content! I love how you use AI to create so many different types of posts from one video. It’s a huge time-saver.

Kinsey Soderbergh:
Exactly! And it’s still based on the client’s original words and ideas, so it stays authentic. AI just helps speed up the process.

Peg Fitzpatrick):
For sure! Okay, so are there any AI trends we should be watching out for? Anything you’re excited about that’s coming soon?

Kinsey Soderbergh:
One thing that’s cool is the ChatGPT Canvas feature, like I mentioned earlier. It’s going to be really helpful for writers and creators who want to edit and create content all in one place. Another trend I’m watching is how AI is evolving to integrate even more seamlessly with video and social media platforms. It’s becoming easier to create multimedia content with AI tools.

Peg Fitzpatrick:
That’s so exciting! I can’t wait to see how it keeps evolving. Okay, we’ve got one last question—where can people find you, Kinsey, and learn more about what you do?

Kinsey Soderbergh:
You can find me on my website, DIYwith.ai, and on Instagram at Authentic AI for Entrepreneurs. I also have the Authentic AI for Entrepreneurs Podcast, which is perfect if you love listening to podcasts.

Peg Fitzpatrick :
Awesome! This has been such a fun chat, Kinsey. Thank you so much for joining me today!

Kinsey Soderbergh :
Thank you, Peg! This was a blast. I loved every minute of it!

Peg Fitzpatrick :
Me too! And for everyone watching, we’re doing this live show every Tuesday at 1:00 PM ET, so I hope to see you back here next week. Thanks again, Kinsey, and thanks to everyone who tuned in. Have a great day!