Social Media Case Study: Turner Broadcasting System

Here’s a presentation given by Turner Broadcasting System’s Digital Marketing Director, Seth Miller, at BlogWell Atlanta. In “A Thriving Media Company in the Social Media Era”, Miller describes how Turner, a traditional media company for the most part, is leveraging social media channels to engage with their audience. You can watch him as he speaks and follow along with the slides below.

Turner began syndicating “Sex and the City” in 2004 and initiated a rebranding effort in concert with the new programming direction. They became more active in blogging, but but they weren’t listening to their fans. They learned that it’s vital to listen first, and then act socially. The Internet, after all, was built on community.

Miller maintains that it’s not important to be loud, but to be targeted in your approach. The company’s stance is that the killer application for social media is people, and they now fully embrace the social Web. They’ve had great success reaching out to existing communities and using social tools to collaborate with their followers. They also support fans who creatively spin their content via YouTube and other outlets.

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Social Media from a Multi-Brand Perspective: Newell Rubbermaid

Here’s a presentation from Bert DuMars, Newell Rubbermaid’s Vice President of E-Business and Interactive Marketing. Delivered at BlogWell, Atlanta, “Social Media from a Multi-Brand Perspective” covers how the company is using different social media approaches across its many brands.

The case study includes advice about how to approach multi-brand social media as an ecosystem, how to test small ideas and then scale them up, and how to engage your fans in social dialog. Both the video and deck are available below.


  • Focus on your customer target
  • Set clear goals and objectives
  • Measure before, during, and after you engage
  • Immerse yourself to better understand the ecosystem, culture, and potential uses
  • Integrate with overall marketing plan, but understand social media is a long-term commitment
  • Based on above, select tools and services that reach and engage your customer target
  • Social Media is about people engaging with people — not robots. Show you care.

(Via GasPedal’s Word of Mouth Marketing Blog)

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