Following the ranks of new Twitter followers today, was Netflix7, Netflix’s new presence on my favorite network. I am not sure what Netflix is trying to accomplish. Regardless, it is helping me make a point. Companies need to better understand the meaning of ‘socia’l in social media. The beauty of well understood social media lies in its messengers: people. Substitute a recognizable human presence with an abstract brand of corporate entity, and the social in social media vanishes. The message becomes no more than interactive media, old style.
If Netflix wants to engage me, capture instead all the existing conversations on Twitter, of which there are quite a few, judging from search I did on Twitter – 15 in just 30′ – and gather them, and share them, same way Trader Joe’s has done. And get the social media nuts in your ranks to evangelize for you, and listen to, and respond to these people already talking about Netflix. Same can be done with blogs, an other social media channels.