Dive summary: 

• Livefyre, a web publishing services firm, has developed a way to turn social media into native advertising; the company is already helping a handful of publishers create native ads this way. 
• Livefyre builds social hubs that pulls in user comments, videos and photos from Facebook, Twitter and Instagram to create an easy native advertising experience; the firm had success with a Playstation-sponsored hubs for IGN and AOL's Joystiq around this year's E3 video game convention.
• The native social ads could take on other forms, like a poll embedded within an article; Livefyre's goal with the program is to introduce a brand's social media content to people who are not already followers and to make native advertising easier for publishers. 

From the article: 

"'They struggle to do native campaigns because it takes so much effort from them. We remove all that burden,'" Kretchmer said, noting that the 250 publishers who already employ Livefyre's technology can easily integrate the new ad components into their sites."