Livefyre is converting social media -- live blogs and chats, sponsored polls, etc. -- into a form of native advertising, writes David Taintor. Sony, for example, used the service to promote its presence at a conference earlier this year by building social hubs for IGN and Joystiq. Livefyre CEO Jordan Kretchmer has enlisted former Carat USA executive Sankar Patel as vice president of native advertising to help propel the effort.

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