Social media proves key to keeping audiences coming back

06/21/2013 | Variety

Cable networks are regularly dipping into their social media toolboxes -- photo-sharing, blogs, contests and other elements -- to keep their content top-of-mind. "We see ourselves as conversation DJs. It's our job to kind of stoke the fires of fandom week after week," said Sabrina Caluori, HBO's vice president of social media and performance marketing. For reality fare, social media means there doesn't have to be an off-season, said Guhan Selvaretnam, Discovery Communications' senior vice president of digital media.

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