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":"fd21261ef065d71ebedb9ca6601866b6","s":"e27e60653c9fd1b3"}
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