Social Media Case Study: Turner Broadcasting System

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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.