Research
January 3, 2024
Consumers are largely the ones steering the discussions online, leaving companies to sit back and listen. Image credit: Brandwatch
By Emily Iris Degn
Social listening analytics platform Brandwatch is sharing recommendations for how brands can navigate an increasingly crowded peer-to-peer media landscape.
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","iv":"b7140d72de2dfb494d706c6e97d852cb","s":"125a748b51fafd50"}
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