We chose the brand NETFLIX and evaluated what customers are saying about it, what the brand is doing on social media, and what its competitors are doing. For the same, we used a framework for a social media audit based on the five Ws that are taught to journalists: who, where, what, when, and why. This idea is found in the book Social Media Strategy: Marketing and Advertising in the Consumer Revolution. There is no doubt that Netflix is doing a great job with social media, not only on their social media platforms but also with positive feedback from their customers. We analyzed four main social media platforms for Netflix, which are Instagram, Twitter, Facebook, and YouTube, among which Instagram has the highest opportunity and popularity.

1. Parthvi Rajesh Gor
SOCIALMEDIAAUDIT
NETFLIX

2. Whatisa SocialMediaAudit?
A social media audit gives marketers the chance to examine what's succeeding, what's not, and what
can be improved across all of your social media channels. It also analyzes what customers are saying
and the strategies that may be used to engage them and influence the discussion. Likes, comments,
shares, and retweets, for instance. Any brand, both known and emerging, may benefit greatly from it. It
is a systematic study of social data to assist marketers in finding, categorizing, and analyzing all of the
social talks about a brand. This method also takes into account what customers are saying about a
brand, what the brand is doing on social media, and what its competitors are doing.

3. We are an American subscription streaming
service and production company based in Los
Gatos, California. We provide a film and
television series library through distribution
deals as well as its own productions, known as
Netflix Originals.
Our BRAND

4. NETFLIX
SOCIAL
MEDIA
AUDIT
For this assignment, we choose the brand NETFLIX and
evaluated what customers are saying about it, what the
brand is doing on social media, and what its competitors
are doing. For the same, we used a framework for a social
media audit based on the five Ws that are taught to
journalists: who, where, what, when, and why. This idea is
found in the book Social Media Strategy: Marketing and
Advertising in the Consumer Revolution.
There is no doubt that Netflix is doing a great job with
social media, not only on their social media platforms, but
also with positive feedback from their customers. We
analyzed four main social media platforms for Netflix,
which are Instagram, Twitter, Facebook, and YouTube,
among which Instagram has the highest opportunity and
popularity.

5. ● Instagram
- High likes
- Active posts rate
- High video viewers
- Some unique visitors
- No conversations
● Twitter
- Active posts rate
- Few visitors
- Few comments or likes
- Some conversations
- Some unique visitors
OBSERVATIONS- Company
● Facebook
- High likes
- Active posts rate
- Few comments or retweets
- No conversations
- No unique visitors
● YouTube
- Active posts rate
- Some visitors
- Few comments
- No conversations
- No unique visitors

6. ● Instagram
- Positive comments
- High tags
- Great brand presence
● Twitter
- Positive comments
- Active posts rate
- High tags
- Great brand presence
OBSERVATIONS- Consumer
● Facebook
- Positive comments
- Active posts rate
- High tags
- Great brand presence
● YouTube
- Positive comments
- Active posts rate
- High views
- High likes
- Great brand presence

7. ● Instagram
- High tags
- Few positive comments
- High likes
-no new visitors
- few shares
● Twitter
-great social strategy
- can use more tags
- High retweets
- no new visitors
-moderate likes
OBSERVATIONS- Competitor
● Facebook
-high views on videos
- less comments and likes
- no social strategy
● YouTube
-lots of positive comments
- good brand presence
- lots of views and likes

8. OBSERVATIONS - Website TRAFFIC ANALYTICS
● We tried to analyze
Netflix's website traffic
for six months and
discovered that it
received 929 million visits
since its latest update is
in September 2022.
● It increased by up to 56%
from where it was at the
beginning of April, 2022
which is excellent.
● There are 340.5 million
unique viewers on Netflix,
and the figure is also
steady.
● This demonstrates how
persistent Netflix has
been in drawing new
users along their journey.

9. OBSERVATIONS: INSTAGRAM TRAFFIC ANALYTICS
● 3.9 billion people visit
Netflix's Instagram,
and 1.4 billion of those
are unique users.
● It has been noted that
it significantly rose
starting in June 2022.

10. OBSERVATIONS: FACEBOOK TRAFFIC ANALYTICS
● There are 2.2 billion
unique users on
Netflix's Facebook,
out of a total of 12.1
billion visitors.
● It has been noticed
that it began to
increasing in August
2022.

11. OBSERVATIONS: TWITTER TRAFFIC ANALYTICS
● Out of 1.8 billion visits,
6.8 billion of them are
unique users of
Netflix's Twitter.
● It has been noted that
it started to rise in
September 2022.

12. OBSERVATIONS: YOUTUBE TRAFFIC ANALYTICS
● Out of 5.4 billion
visitors, there
are 69.1 billion
unique users on
Netflix's
YouTube.
● It has been
observed that it
started to rise in
May 2022.

13. FACEBOOK
TWITTER
INSTAGRAM
YOUTUBE
Promotes the newest TV show or movie
trailer using images, videos, links, texts,
and reels.
Netflix’s
major
social
media
platforms
Promotes the newest
TV show or movie
trailer using images,
videos, retweets.
Promotes the newest TV show or
movie trailer using, videos, links,
captions and shorts.
Promotes the newest
TV show or movie
trailer using images,
videos, links, texts,
and stories.
80+Million Followers
20+Million Followers
30+Million Followers
25+Million Followers

14. Social
Media
strategy
Keyaction1
Actively post 9-10 posts per
day on all social media
platforms
keyaction2
Actively replying to all the
tweets, comments across all
social media channels

15. OVERALLENGAGEMENTAnalysis
likes
shares
Comments
High likes
Moderate shares
RETWEETS High retweets
Few comments

16. Competitorsanalysis
NETFLIX & HBO

17. ● Adding and developing new hashtags would
significantly assist in increasing comments
and shares
● It would be quite helpful to add Netflix
website links to YouTube content to
increase website traffic, the amount
of new visitor and unique visitors.
RECOMMENDATIONS

18. ● Analyzing competitors. Focusing on competitors allows brands to anticipate market
changes, identify new trends and successful strategies, and stay ahead in the market.
RECOMMENDATIONS

19. ● Creating a user community is also one of the important factors to improve attention,
where customer service is arranged specifically to answer questions, and fan benefits
are distributed on specific dates
RECOMMENDATIONS

20. ● Maintaining a daily output of high-quality posts. High quality refers to the editing of
the text, cover production, video content, picture quality, etc.
RECOMMENDATIONS

21. ● Analyzing users’ interests and using habits, which contributes to increasing the
stickiness of followers and attract more followers.
RECOMMENDATIONS

22. ● quesenberry, K. (2015, November 18). Conducting a Social Media Audit. Harvard Business
Review. https://hbr.org/2015/11/conducting-a-social-media-audit
resources

23. CREDITS: This presentation template was
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