Aviva taps into social media conversations to adjust its messages

SPONSORS CAN often have a tough time of it and have to tread a careful path between putting themselves out there and protecting their brand reputation. 24-hour news coverage and the lightning fast spread of messages through social media highlights just how alive brands have to be to what is being said about them by key influencers in their space. Social media is a tricky environment for brands to operate in but many are now coming up with plans to make the most of the platforms.