Leonie Bulman's recent articles
Netflix social media targets UK consumers' chief concern, but drives more focus on the issue
Although Netflix are successful at centring social media activity on the area that's most important to their UK consumers (the range of movies available for rental), their posts provoke a mixed response as the direct approach stimulates criticism on Facebook.
After launching in the US in 1999 Netflix, the online DVD/Blu-ray rental service, recently expanded to the UK. In a marketplace where similar services such as Lovefilm are already established, WaveMetrix investigated the interests and concerns of the US giant’s UK Facebook fans, and how these are dealt with on social media.
WaveMetrix social media monitoring shows that consumers’ main concern with the service is the range of movies and shows available. Many posts by Netflix UK concern new titles just added to their range, although the mixed buzz in response to these posts demonstrates the problematic nature of addressing your consumers’ chief concern so directly on a social media platform.
Amount of content available is consumers’ chief concern when discussing Netflix:
- On Netflix UK’s Facebook page, the most common topic of discussion is the range of titles available for rental and streaming: More than half those discussing the selection are negative towards it, saying Netflix UK’s “range of movies sucks” or “is limited”. Some who have signed up for the service’s free trial say they “will leave after it ends” if the range of movies/shows doesn’t improve. A minority of consumers are more positive and say the range “will grow”
- Attitudes towards the service more generally tend to be significantly more positive: The movies themselves are called “high quality” and fans say they and “their family” “love” the service as they can “watch what they want, on demand, when they want”. However, consumers are divided over whether Netflix is “cheap” or something they “can’t afford every month"
- Other fans suggest features they would like to see, or compare Netflix to its UK competitors: Many say they are “having trouble finding what they want to watch” and ask the community manager for “more search features” and “better usability”, while others argue over whether Lovefilm or Netflix are “superior”. Some say there is no need for the service because they can “just torrent or download” the movies and TV they want, or use other services such as traditional rental shops or “Slingbox and Sky TV”
Community management posts on the Netflix page receives a mixed response:
- Posts about new titles added to the Netflix range tend to provoke a mixed reaction: Half the responses are positive, suggesting posts concerning the range of titles reassure some that Netflix has a “good selection of titles for all tastes”. However, these posts also provoke a third of consumers to react by criticising the overall catalogue size on Netflix, saying it “needs more new content” and they feel they “need to complain” in order to “improve things". As Netflix are directly addressing consumers’ chief concern with the service, Facebook provokes strong responses either way
- News posts are received more positively: Netflix also post to thank their fans for their support, amongst other news, and these posts are received more positively, driving fewer questions about range of titles or missing features, though also driving less engagement overall
- Consumers also use the Facebook page to post their own questions about the service and to complain: Unprompted consumer posts on the Facebook wall are mostly questions about usability and content range, or complaints from users who have technical problems, or criticise the service more generally