• by Mark Walsh  @markfwal, February 28, 2012

Digital agency 360i Tuesday announced a strategic partnership with social software maker Expion to provide clients with the tools to launch Facebook campaigns spanning earned and paid media. In connection with the alliance, 360i parent company Dentsu Network West is taking a minority stake in Expion.

By teaming with Expion, whose clients include H&R Block, Applebee’s, and Barnes & Noble, 360i says it can offer brands a more holistic platform allowing brands to align advertising with content development on Facebook to encourage deeper interaction. Besides giving brands the ability to publish and share content on Facebook and other social sites, Expion’s system also provides community analytics to inform ad targeting and bidding strategies.

360i's formal partnership with Expion comes on the heels of Buddy Media acquiring London-based Brighter Option Brighter Option to enhance its own social media marketing platform.