I have always assumed icing an injury is a simple procedure but after reading an article by Dr. Jonathan Cluett I was astonished to read that If you ice it too much you can cause further damage to the tissues, including frostbite, by icing for too long. The Doctor has listed the correct procedure on how to ice
1. Ice The Injury Immediately
The effect of icing diminishes significantly after about 48 hours.
2. Perform an Ice Massage
Move the ice around the injured area, not allowing it to sit in one spot. If you have watched Prison Break you should remember the episode in which Brad Bellick returned to Fox River state Prison and got badly beaten. Bellick pressed the ice against his swollen face, that was wrong. The right way was to move the ice around the swollen area.
3. Watch The Clock as you Ice
This is where many runners get it wrong, According to Dr. Jonathan Ice for 15-20 minutes, but never longer. You can cause further damage to the tissues, including frostbite, by icing for too long. Remember that!
4. Allow time between Ice treatment
Allow area to warm for at least 45 minutes or an hour before beginning the icing routine again
5. Repeat the Icing
Ice as frequently as you wish, so long as the area is warm to touch and has normal sensation before repeating.
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Article courtesy of About dot com.