Success or embarrassment? Or how we manage to stay on the right side of the line

The success of a brand's social media content is also measured by its ability to reach new audiences and naturally engage in public conversations without coming across as a parasite in the eyes of users. There is a thin line between success and awkwardness in brands' responses, and they can hurt themselves by reacting poorly. At Livesport, engaging quickly with current events is in our DNA, it's part of our strategy. And it's certainly not just about sports.