Executive Summary

i. Purpose

The purpose of this report is to research, analyze, report on the different social media of the
company Netflix. With the assistant of academic works, such as Grahame Dowling’s and Peter
Moran’s “Corporate Reputations: Built-in or Bolted-on?”, the team provides recommendations
on how Netflix could better utilize their social media platforms.

ii. YouTube

YouTube is a video sharing platform that Netflix uses to share video clips of shows. Through
consistent uploading Netflix has created a consumer-company trust. As a result, consumers are
able to see the built-in nature of YouTube to Netflix. YouTube aids in showcasing how Netflix
can provide high quality shows when the customer wants them, which aligns with Netflix’s
overall business strategy.

iii. Instagram

Instagram is a photo sharing platform with some video sharing capabilities. Netflix uses
Instagram in order to advertise specific shows or to engage with users on a more one-on-one
basis. Their use of comment sections, posting interactive content, and using the platform to be
socially conscious helps to create a reputation for the brand. Through the use of supporting
bolted-on content, Netflix creates the image of being a fun and socially conscious company.

iv. Twitter

Twitter is a site where users, in limited characters, can share their thoughts, ideas, or opinions.
They may also share gifs, photos, create polls, and react to other people’s content in the form of
“retweets”. Netflix is known to post short clips, movie reels, and other similar content.
Additionally, they will interact with other “brand personalities”. As a result, they have created a
personality for themselves they consumers can recognize instantly.

v. Facebook

Facebook’s main purpose is to connect friends and family through photos and status updates. For
Netflix Facebook serves as a major social media networking platform. Netflix uses geo-targeting
which basically refers to the practice of delivering different content or advertisements to
consumers with respect to their geographical locations. As a result, Netflix is able to offer
desired and relevant information and content to their potential or targeted audiences.

vi. Conclusion
Header Youtube: Vanessa

YouTube is a video sharing platform where people can watch user-generated content as
well as interact with their favorite creators. Throughout the years’ many features have been
added as the site goes through many changes. Some of these features include a “like” and
“dislike” button – which includes a number counter and a visible bar for others to see the ratio, a
community tab for creators and subscribers to interact, and ad rolls which play before, during, or
after a video. As a result, YouTube has become a prime site for big corporations, like Netflix, to
assert themselves on.

Netflix’s main channel has the username of “Netflix”, signaling that this is the original
Netflix. Upon entering their channel viewers can see a promoted clip. This is a video that
automatically plays and that the channel owner may change when desired. Additionally, in the
upper banner, there is an ad for an upcoming Netflix release. On the right-hand sidebar, there are
other Netflix related channels. These are “recommended” or “related” channels. Some examples
of these are; Netflix Film Club, Stranger Things, and Netflix Is A Joke. Upon further analysis, it
can be seen that most of what is on Netflix’s main channel is clips of popular or up and coming
shows. These show clips are then grouped together into playlists so viewers enjoy clips of
specific shows or genres.

Overall, Netflix’s main channel is simple in design and clearly delivers a message about
the company. “In the field of game theory, stated intent and resulting actions act as signals about
the organization’s future behavior” (Dowling &Moran, 2012). By establishing a consistent
upload schedule and continuing to perform at the same level of quality and quantity, Netflix is
able to solidify a reputation for themselves. As a result, consumers are able to have an idea of
what they expect from the company in the future. The reputation being established on YouTube
is that Netflix is a service that will always have original, entertaining, and new content to enjoy.
By using a built-in reputation method, consumers are able to see the true strategic methods of the
company, therefore creating an aspect of trust through repetition. As the company continues to
post clips that consumers enjoy, viewers will begin to understand that Netflix is capable of
providing a truly good service. As a result, it may influence them to purchase the full product.

Header Instagram Casey

Netflix relies heavily on Instagram for marketing and interacting with their users. Unlike most
companies that only have one Instagram, Netflix has many Instagram accounts. They have
accounts for Netflix in different countries, such as, @Netflix for American customers,
@Netflix_in for Indian customers, and @Netflixuk for UK and Ireland customers which post
about popular shows in their country in the primary language of that country. They also have
accounts for their Netflix original shows and movies. For example, Bojack Horseman, one of
their animated series, has its own Instagram account where the animated main character, Bojack,
posts as if he is a real celebrity while still promoting his show. Netflix also has accounts
specifically for special interests, such as, Netflix Family, Netflix Dogs, and Netflix Comedy
which post about Netflix content related to those interests.
Although Netflix has many accounts, our analysis will be on their first account, @Netflix,
focused on American content because that is where Netflix started. This Instagram account is
verified and has over 25.1 million followers. That is more than the recorded 2018 population of
Australia (datacommons). Their current bio supports Honors Hispanic Heritage Month by linking
their Netflix in Spanglish account and providing a link to their website for a list of Latinx
favorite movies and shows. This is good use of promotion and draws attention to the fact that
they have multiple Instagram accounts.

Netflix utilizes many of Instagram’s popular features, such as, Instagram Stories, Posts,
Highlights, Video Reels, and IGTV. Instagram stories disappear after 24 hours of posting so it is
hard to track exactly what they post on their stories. When we looked at their story, they were
promoting a list of the new month’s upcoming films, shows, kid shows, and more. For main
Instagram posts that appear on their feed, they posted 34 posts in the past week. This includes
memes, pictures, quotes, trailers, and videos including scenes from their Netflix original content
and actors that appear in their popular TV shows. Some of these get posted to their video reels
page and IGTV page. Their Instagram account is good quality because they actively post to their
millions of followers with a lot of engagement on their posts. This provides promotion for shows
their customers might not have seen before and creates a community for those who like the same
shows. It also allows Netflix to directly communicate with their customers through comments
and posts. They use the bolt-on model to form their reputation by creating authenticity, visibility,
consistency, and communication for their customers (dowlingmoran). They also follow their
mission to remain graphic in their marketing style. I would recommend that Netflix consistently
posts more highlights on their page and add to their wallpapers highlight reel because they
haven’t posted a wallpaper in 37 weeks.

Header Twitter: Dillon

Twitter is a social media app that people or businesses can use to follow and engage with others
on their timeline. The Netflix twitter page @netflix has a following of 9.5 Million people and
they only follow 1,599 other accounts. Their bio says “Black Lives Matter. Black Stories Matter.
Follow @StrongBlackLead” which is another verified Netflix account of theirs that they have.
This account has 187k followers and tweets short films and clips about people who are working
within the black community and are tied to Netflix. The main @netflix page also has a link in
their bio that you can click which says “netflix.com/blacklivesmatter” that takes you to a page on
their website where there is a long list of Netflix shows that are dedicated to and only have black
actors in it. This is a clear sign that you can see where the company Netflix stands on this topic
just by glancing at their Twitter Page.

As far as the content goes, they post every day or every other day. Their posts consist of tweets
and retweets from other users on the platform.They post a lot of short film tweets from shows on
the Netflix platform and videos of actors. They retweet a lot of memes that other people tweet
and tag them in and are related to a certain Netflix show. Tweets get likes anywhere from 40 up
to 30,000. Their media consists of pictures of employees, and people from Netflix films and
other videos about Netflix shows. Most of the content and tweets that they reply to are happy
customers tagging them in a tweet about their show. They retweet only things that would look
good and are appropriate for their page. Most replies that they chose to reply to are related to
Netflix shows. All of their media consists of short 1-2-minute films from Netflix shows. They
also post trailers to upcoming series that will come out soon. Photos that get posted are mainly
shows and actors that are hired by Netflix. Their likes consist of mostly tweets from famous and
verified users on the platform. They also like content from their other Netflix twitter pages to
help gain following on the other accounts too. Other likes consist of funny videos and memes
about shows that are on the platform. Their most recent tweet is a video about voting that shows
how it went from a privilege to a right which I thought was a cool video to watch. This just
shows you how good Netflix is at making content to put out. They can create short videos and
films and tweet them to get people engaged with the company even when they aren't watching a
Netflix show on their platform.

Header Facebook: Akanksha

Facebook Incorporation is an American social media amalgamated corporation. The main

purpose that Facebook as a platform serves to its respective users is to make the world we all live
in a free and better place to stay connected with each other. The latest mission shared by the
company was that they not only serve as a medium for connecting friends and families, and helps
in discovering other activities happening around us in the environment but also enable their users
to share memories or things which they like on a universal platform. Coming to the features that
Facebook offers to its users includes-Feed for reading News and updates, connecting with friends
and others, timeline for user, likes and reactions using different emoji or emoticons,
commenting, messaging, etc. Talking about the online presence of Netflix on Facebook so,
Facebook acts as a social media platform for their marketing and users point of view. As rightly
said there is only one goal that Netflix has on social media aims, which is to be the biggest fan of
entertainment.

Netflix in total has 19 Facebook pages. Talking about the social media presence of Netflix on
Facebook so, for the year 2019, Netflix had around 57 Million followers in totality. They posted
about 1,022 times out which 90 percent of the post were in the form of videos and 6 percent were
in the form of pictures. Whereas for the year 2020 Netflix in total had around 70,227,893
followers on their Facebook domain, whereas the total number of likes on their Facebook posts
and activities reached 69,959,926 (https://www.speakrj.com/audit/report/netflixsg/facebook).

Inside the range of three to two hours some new stuff is being posted over the web with regards
to Netflix on their online media stages.

However, Netflix’s US and India page are the most dynamic out of all. Also after giving a closer
look, it’s safe to infer that both these pages attach a sense of primacy to the captions of their
posts and the highlights for their accounts. Some of the suggestions that need to be taken under
consideration are they can give some accentuation upon the story highlight feature of Facebook
for their important and forthcoming shows to create buzz among their potential audiences. More
implementation of Mix of recordings, gifs and incidental pictures or pictures especially
identifying with the current shows or films being streamed would likewise end up being
advantageous in building a respectable measure of interest level among the Bing Watchers.
Using hashtags is so much in trend these days, for example #OnlyOnNetflix would possibly keep
the audiences motivated for the upcoming series or movies. Sharing of BTS (Behind The Scenes)
with the aim that the client commitment is being kept up and they can get the bits of knowledge
of their #1 shows too. Other exhortation that could likewise be proposed identifying with the
Facebook foundation of Netflix can be that they ought to accentuate more on giving clients what
they need or want and a consistency should be kept up with regards to posting and refreshing
their diverse territorial or nation shrewd channels that they have over Facebook.

Header Netflix.com and Blog Eric

The homepage for Netflix demonstrates some of the stand-out features that Netflix has to
offer. This includes the ability to watch on multiple devices, download shows and movies for
offline viewing, as well as unlimited access to the extensive selection of streamable content. This
page highlights a variety of questions to frequently asked questions that help new subscribers to
understand the streaming service. Netflix is very direct about it’s pricing, terms and conditions,
and the lack of a strict contract. Extra emphasis is placed on the fact that Netflix does not place
advertisements in any of the available subscription plans. The content on the landing page is
streamlined, easy to read, and aesthetically pleasing. This information is helpful for both new
and existing subscribers.
About.netflix.com is another stand-out asset that Netflix has created. The main focus on
this page is their ambitious company mission statement: to entertain the world. The overall
culture and goal to entertain the world is built into their culture as well as every page of their
website. This can be seen through their origin story that is presented on a timeline in true Netflix
fashion by using a video progress bar to highlight yearly key events from their history. The story
begins with a concept of mailing DVDs and evolves into being recognized as the most
nominated studio at both the Academy Awards and the Emmys. Netflix demonstrates the ability
to adapt and evolve in order to stay relevant, achieve success, and entertain the world.
The incredible success that Netflix has achieved does not go unnoticed. Investors are
drawn to successful, forward thinking companies with a successful record. The website features
a page specifically for these investors. This features a letter to shareholders, a video interview,
previous quarter financial statements, and other useful information for current and potential
investors. While this information is presented well, it is also an area of opportunity for Netflix. In
a study performed by Business Insider, 460 young adults (under the age of 35) were asked about
their views on five large tech companies. A mere four percent of surveyants chose Netflix as
their flagship stock that they would like to have in the next 10 years
(https://markets.businessinsider.com/news/stocks/netflix-stock-not-top-pick-next-decade-
millennial-investor-panel-2020-8-1029517341#).
Standing next to other tech giants such as Amazon, Google, Facebook, and Apple is no
easy task; standing out in a good way is even more difficult. By directing content on the investor
page towards this untapped, young investor base, Netflix has the potential to raise even more
money to support their future endeavours. Social media platforms such as Instagram and Twitter
could be used to drive potential young investors to the Netflix investors page where they could
find more relevant investment information. This marketing campaign has the potential to reach
between 82-90% of the U.S. population that use social media regularly (https://www-statista-
com.dist.lib.usu.edu/statistics/471370/us-adults-who-use-social-networks-age/). These young
investors need to be convinced that Netflix is a sound investment. By driving these potential
investors from the social media platforms to the investor portal, Netflix has the opportunity to
show their value as an investment.
https://www.versionmuseum.com/history-of/youtube-website

https://datacommons.org/place/country/AUS

https://vbpcoursematerials.files.wordpress.com/2020/02/dowlingmoran_week3reading.pdf