PR on social media - the Netflix way

We millennials are in hot demand. From politicians attempting to win the millennial vote to marketers vying to capture our notoriously short attention spans, everyone's using social media as a way to "speak the language" of our generation. Some try too hard (with embarrassing results), but others manage to hit the sweet spot of being both entertaining and engaging.

Let's look at how Netflix Singapore uses Facebook to maintain two-way symmetrical communication and to build relationships with its audience.

As a profit-oriented business, one of the key functions of Netflix's Facebook page is to advertise its new shows. In the lead-up to the Season 2 premiere of its original Spanish-language series, Narcos, Netflix regularly posted .gifs and videos of the show to drum up interest and engagement among its audience.

For example, the #NarcosSpanishLessons raise publicity by using clips from the show to humorously "teach" audiences Spanish words that are frequently uttered by its characters.

Netflix also uses Facebook to demonstrate that they are current, relevant and active by adding a Singaporean touch to many of their posts.

Netflix references the recent recall of the wildly popular Chun Cui He milk tea by inserting fake subtitles into Narcos, a show which revolves around the smuggling activities of a Colombian drug lord, to poke fun at Singapore's latest food fad. This demonstrates Netflix's cultural currency, while maintaining their image as a fun entertainment company. In an era where content is king, humorous posts like this have greater potential to go viral, bumping up views for Netflix.

Lastly, having a Facebook page also allows Netflix to provide a more human and direct brand experience.

When someone expresses his/her displeasure with Netflix Singapore for its limited offerings, Netflix can respond quickly and explain the situation directly to him/her, while generating conversation among like-minded individuals.

All screenshots are from Netflix Singapore's Facebook page.