Search-based digital marketing agency Spannerworks, an iCrossing company, today announces the launch of Social Spaces, a programme that enables brands to strategically approach their presence on the Internet, and understand how they can best engage with their online audiences.

The pioneering programme combines Spannerworks’ strategic services in search engine marketing, advanced technology and ground-breaking research and development in social media. Using Spannerworks’ Core Principles of Social Spaces Framework, Spannerworks and iCrossing clients will be able to make sense of brand and reputation management in an online environment, and learn how to retain and grow customer relationships on the web.

As attention and influence shift outside of a brand’s immediate control, Social Spaces will help organisations to find the online ‘spaces’ where their brand is receiving attention. This could be channels where they are interacting directly with customers such as their website or fan sites, or channels where their brand is being directly discussed such as third-party review websites or social media networks such as blogs and online communities.

Social Spaces approaches the web as a communications environment, and explains the importance of brands needing to be ‘live’ and active within their search and social networks. The programme will encourage organisations to listen to the conversations that are taking place about them, and identify the issues that are important to their customers. This insight will be used to help them engage with their online audiences in an open and honest manner.

The bespoke strategy will vary for each brand, and will be monitored and refined over time. Spannerworks will help the brand to grow new online spaces for their audience that might include video, podcasts, blog functionality, user forums and high-quality editorial content.

Antony Mayfield, head of content and media at Spannerworks, comments: “With Social Spaces we’ve combined the lessons we have learnt in search and social media, into a programme that offers a truly strategic approach to brand building online. In today’s new media environment, it’s all about earning attention, not buying attention; marketing for people, not at people. We want to help organisations to fundamentally change the way in which they are interacting with customers online, and provide them with a communications strategy that can evolve in line with the web.”


Notes to Editors

Spannerworks press contacts:
Wendy McAuliffe – - 07900 886791
Lloyd Gofton – - 07919 353484

iCrossing (US) press contact
Dana Mellecker - 646-435-4456

About Spannerworks
Spannerworks is a search-based digital marketing agency, specialising in natural search optimisation, paid search and social media. The company was founded in the UK in 1997 and acquired by US digital marketing agency iCrossing in February 2007. Spannerworks has proven expertise in the retail, automotive, financial and travel sectors. Its current clients include Best Western Hotels, HBOS and BT. Find out more at

About iCrossing
iCrossing is a different kind of digital marketing agency committed to people’s desire to find. The company develops online campaigns, programs and experiences designed to help people find what they are searching for. Through a proven combination of talent and technology, iCrossing helps its global client base – including 40 Fortune 500 companies such as The Coca-Cola Company– find solutions for complex digital marketing challenges. Founded in 1998, the company has 350 employees worldwide. iCrossing is headquartered in Scottsdale, Arizona with offices in Atlanta, Chicago, Dallas, New York, San Francisco and Brighton, UK. Find out more at

Published on: 12:00AM on 27th June 2007