User-generated content is a key aspect of social media, but can brands benefit from it as well? That’s definitely the case, according to Sprout Social’s Q4 2017 Index report. “As social media’s role as internet time capsule grows, so do the opportunities for brands to connect with consumers during some of life’s most significant, emotional moments,” the report says. “Whether it’s polling their peers for their latest recommendations, or shouting the praises of their most trusted products,....

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