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":"c3198d03bbeb5d667ffbd84dc11bf6d0","s":"7c9fa9bc53239064"}
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