How Bravo became a social business

10/16/2012 | Fast Company online

Top consumer brands such as Bravo are reinventing themselves as social businesses in order to spark and sustain conversations about their products. Bravo creates edgy, word-of-mouth-marketing-friendly content; uses Facebook and Twitter to cultivate and curate online chatter; and seeks to integrate social media use and online customer engagement into all its workers' daily routines. "Starting the conversation is easy. What's hard is the daily doing," says Bravo marketing chief Ellen Stone.

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