Analysis

 

Social Media Information Systems

    

Netflix uses social media information systems to obtain multiple benefits.

SMIS is used by Netflix to strengthen its social customer relationship management.

Social media has given customers more power than ever to communicate publicly about

their grievances. When Netflix management decides to increase pricing, end password

sharing, or make any other changes to services it can leave customers dissatisfied.

Netflix is one of many streaming services that customers can choose from. With the power

of social media, dissatisfied customers can convince others to leave the streaming service

and hurt the brand. Netflix uses social CRM to engage with customers and build loyalty.

Netflix's social CRM and social media strategy ensures that subscribers feel involved in the

decision-making process and that they will have a place to voice their

concerns and criticisms.

SMIS is also used by Netflix for social media campaigns. These campaigns

guarantee that Netflix is involved in the conversation. It brings attention

to the original content. It also starts conversations about important topics.

The 13 Reasons Why campaign opened the dialog for mental health awareness.

Promoting original content with a social media strategy can have surprising results.

A relatively unknown African Netflix show titled Blood & Water had no

existing fanbase. Due to the pandemic, traditional campaigns could not

be utilized. By using social media platforms and influencers Netflix managed to

elevate its little show to the number one spot in 30 countries. It also used

the social capital of the stars of the show to reach subscribers on multiple levels.

        New Uses of Technology

With new and emerging technologies being discovered every day, Netflix needs to be at the forefront of the competition when it comes to new technologies that can enhance and benefit the customer experience.  In the past what really made Netflix stand out and lead the pack was its use of modern technology to deliver the best product possible. One of Netflix’s greatest qualities was its use of cloud streaming. “Amazon Web Services (AWS) is what Netflix uses for nearly all of its processing and storage requirements, including databases, analytics, recommendation engines, and video transcoding. In total, they have over 100,000 AWS virtual server instances.” (Poudel, 2021) AWS helps Netflix offer fast stream times, as well as allows it to operate securely as well as meet capacity needs.

    For future technologies, Netflix can look into technologies that will shake the foundations that

streaming was built on and changed how the consumer watches their content. With new

technology concepts like AR as well as VR experiences Netflix can look at these ideas and help

put the viewer in the forefront of their favorite shows and movies. With specific titles Netflix can

offer AR or VR events such as comedy shows where the viewers at home can pair their oculus

rifts or other headsets and be put in a live “room” and experience the show in real time. Offering

new technology, as well as interactive exclusive opportunities, can catch the attention of

subscribers, and then they will want to take part in the special live events that happen.