Turner Broadcasting hires iCrossing to develop social strategy

by Sara Kimberley, mediaweek.co.uk 22-May-09, 10:25

LONDON - Turner Broadcasting System Europe has appointed iCrossing to develop a major online strategy for European social media engagement across its key brands.

iCrossing's Social Spaces Framework process will look to broaden the reach of Turner Europe's key brands, including CNN, Cartoon Network and Ben 10.

The digital agency will work with Turner to track individuals within social media environments to plan an online strategy that will include better targeting.

The process includes engaging with social media, including Facebook, Twitter, blogs and forums, by establishing principles and developing a social web "playbook" of guidelines and best practice examples.

Laurel Chamberlain, director digital at Turner Europe, said it was not enough for media owners to dabble in Facebook and Twitter "as they need to understand the implications of the social web across their business and engage our audiences on their platform of choice".