But there's an alchemy to this sort of digital marketing, a tricky balance to strike between strategy and authenticity.

It's a tricky balance to strike.

She admits the tricky balance in being matey with colleagues who are friends, while staying slightly aloof as their leader.

In it, he analysed the tricky balance of trying to tap into and use the emotion of an occasion, while maintaining control at the same time.

It's a bit of a tricky balance.

It involves a tricky concept: other people.

It's not a tricky concept to grasp.

To explain a tricky concept such as an equation, teachers should not use a whiteboard, textbook or computer screen - they should use their hands, research suggests.

Sick leave in such cases can be a tricky concept.

But if you are going to put on a burlesque show - an exceptionally tricky concept in our unbuttoned era - it has to be done with a certain amount of panache.

That's a tricky issue for universities, as they are there to break the boundaries of knowledge.

Learning such restraint enabled them to get to grips with the tricky issue of how best to design a useful and enduring hand tool.

It can review the work of elected representatives, help to form a national consensus before a referendum, provide a democratic review of a tricky issue.

Another tricky issue was to compare players from different eras.

The tricky issue of bonuses.

A little boisterous in some gardens, but may just the ticket for a tricky spot.

And that put me in a tricky spot ...

So we're in a tricky spot.

This puts me in a tricky spot.

They don't have the oral language skills they need to negotiate their way out of a tricky spot.

Nor were foreign policy or family values (tricky territory) covered.

Borderline sees her moving into potentially tricky territory - pop tinged with dub reggae pop - but emerging triumphant.

While some will remain light-hearted, a few could drift into tricky territory — where a single unthinking remark could trigger all sorts of problems.

Factor in a few fellow gallerygoers and you find yourself entering some fairly tricky territory.

W e enter tricky territory.

To advise how a deal will look to the public during this tricky transition period.

Perhaps the unlikely twosome were talking about what it's like to make the tricky transition from acting to singing?

Look out for its signature relaxed silhouettes in draped jersey, as well as some brilliant blazers - perfect for that tricky transition into autumn, and affordable, too.

She's now negotiating a tricky transition.

The 29-year-old finds himself in a tricky position - or tricky transition might be more apt.