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":"994b92cdbb28757d922e92679ae79af3","s":"b67524b09325fc66"}
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