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.

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