Using Customer Voice to Optimise Social Media Engagement: The Case of the Scottish Whisky Industry

I have a friend who uses Instagram to raise awareness of his brand.  He is a big fan of Instagram and loves nothing more than getting a few hundred likes.

The trouble is, recently the algorithms have changed and his content just isn’t getting the reach or engagement it used to.

He’s starting to hate Instagram.

He’s annoyed.

He’s not getting the engagement he deserves.  And, I’m sure he’s not the only person feeling this way.

My question to him and everyone else is – what are you doing to solve the problem?  What are you doing to generate more awareness amongst people who are interested in your business or industry?

Queue the strange looks and the madness in the eyes.

How dare I question the rant that social networks are decreasing the reach of posts and that’s having an impact on business.

And, how dare I suggest that their content is just not hitting the mark and they have to go beyond their current approach to content creation and curation.

It’s the algorithm, not the content!

Whatever you choose to think, with rising content volumes and dropping attention spans we all need to get a little smarter with the content we publish.

Smart Insights for Creative Content

I was talking about this very subject with the lovely folks over at Pilot Fish Media earlier this year.  They challenged me to uncover some insights from the Scottish whisky industry that could be used to help with optimising social media engagement.

Hopping across to Brandwatch Analytics, I gathered and analysed Twitter conversations relating to the top 10 Scottish single malts to understand a bit more about what drives their audience conversations and what exactly the brand are doing to try and engage them in response.

Don’t worry, you’re not going to read a full-blown insights report, we’ve created a nifty infographic to make it much easier to get the gist of these conversations and what they mean.

I’m sure you’ll agree, by analysing audience conversations you can better understand what content your customers want to see, what images and emotions will drive higher brand engagement. You’ll start to see the engagement gap between the audience and the brands.

**hint: I’ve not totally spelt it all out for you but the insights are all there in the infographic**

In times of dropping organic reach, there are still plenty of opportunities for growth if you take the time to understand your audiences’ non-conscious triggers and use them to spark emotional campaign creative and content marketing ideas.


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Jillian Ney
Jillian Ney
I'm the founder of The Social Intelligence Lab. I champion the growth of the social intelligence industry by helping the professionals and businesses working in it to access best practice, accredited training and peer networking. After working in the industry for 12 years I believe social intelligence should become a recognised discipline - and, I'm working towards making that a reality. More content by

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