General-purpose vs purpose-built
General assistants like ChatGPT can do almost anything. Tools built for social media can do things they literally cannot. At some point the workarounds cost more than just using the right tool.
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ChatGPT doesn't know your brand voice
Every time you ask ChatGPT to write social content, you're starting from scratch. Paste examples, explain the tone, list what not to do. Repeat for every request, every account, forever.
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Your best content is trapped in audio files
Teams publish hours of podcasts, interviews, and meetings, then can't search, quote, or reference any of it. Making it searchable changes everything.
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