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":"dc0545a5287e8aac348fb94c3fa70633","s":"dfe063e6ec2e4551"}
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