The engagement strategy of Netflix Spain in Twitter
DOI:
https://doi.org/10.3145/epi.2018.nov.12Keywords:
Television series, Engagement, Streaming, Viral, Social media, Twitter, Netflix.Abstract
This paper analyses how the streaming television platform Netflix creates a community in Twitter. Through a content analysis (N=1,048 tweets, n=100 tweets) we explore the characteristics of the messages with more answers, more likes and more retweets. Results allow to ascertain what the audience finds more relatable in a TV brand. Conclusions show that having a creative strategy, promote and inform about series, and using the social media language, like hashtags and visual resources, contribute to the follower´s participation. Asking questions looking for participations or using humour or intrigue also helps towards this objective.
Downloads
References
Al-Rawi, Ahmed (2017). "Viral news on social media". Digital journalism.
https://doi.org/10.1080/21670811.2017.1387062
Barlovento Comunicación (2017a). Análisis televisivo año 2016. https://www.barloventocomunicacion.es
Barlovento Comunicación (2017b). Informe Barlovento: las series de EEUU en TV. https://www.barloventocomunicacion.es/informes-barlovento/series-de-eeuu-en-tv
Barlovento Comunicación (2017c). Informe Barlovento: TV pago y temáticas pago. https://goo.gl/mVo7qH
Berger, Jonah; Milkman, Katherine L. (2012). "What makes online content viral?". Journal of marketing research, v. 49, n. 2, pp. 192-205. https://doi.org/10.1509/jmr.10.0353
Brantner, Cornelia; Rodríguez-Amat, Joan-Ramon (2016). "New "Danger zone" in Europe: Representations of place in social media -supported protests". International journal of communication, v. 10, n. 22. pp. 299-320. http://ijoc.org/index.php/ijoc/article/view/3788
Dafonte-Gómez, Alberto; Martínez-Rolán, Xabier (2016). "Del view al share: el papel de la comunicación viral en la transformación del ecosistema mediático". Palabra clave, v. 19, n. 2, pp. 501-525. https://doi.org/10.5294/pacla.2016.19.2.7
Davison, Patrick (2012). "The language of internet memes". En: Mandiberg, Michael (ed.). The social media reader. New York: NYU Press. ISBN: 978 0 814764060 https://goo.gl/DwdrWm
Díaz-del-Campo, Jesús; Segado-Boj, Francisco-José (2013). "La radio en Facebook. Análisis de los perfiles de las principales emisoras y programas radiofónicos en España". Icono 14, v. 11, n. 2, pp. 209-228. https://doi.org/10.7195/ri14.v11i2.517
Fernández-Gómez, Erika; Díaz-del-Campo, Jesús (2014). "Los canales temáticos infantiles y juveniles en Facebook: Análisis de los perfiles de Disney Channel, Boing y Neox". Comunicación y hombre, n. 10, pp. 179.194. https://dialnet.unirioja.es/servlet/articulo?codigo=5344624
Fernández-Gómez, Erika; Díaz-del-Campo, Jesús (2015). "La estrategia de marketing del sector del juguete en Facebook: análisis de la campaña de Navidad 2014 en España". Prisma social, n. 14 (junio-noviembre), pp. 124-151. https://dialnet.unirioja.es/servlet/articulo?codigo=5435325
Fernández-Gómez, Erika; Díaz-del-Campo, Jesús (2016). "Comunicación sobre el cáncer en Facebook. Las asociaciones de Argentina, Chile, Colombia y España". Cuadernos.info, n. 38. https://doi.org/10.7764/cdi.38.926
Fernández-Gómez, Erika; Martín-Quevedo, Juan (2018). "Connecting with audiences in new markets: Netflix´s Twitter strategy in Spain". Journal of media business studies, v. 15, n. 1, pp. 127-146. https://doi.org/10.1080/16522354.2018.1481711
Gallego, Francisco (2013). "Social TV analytics: nuevas métricas para una nueva forma de ver televisión". Index.comunicación, v. 3, n. 1, pp. 13-39. http://journals.sfu.ca/indexcomunicacion/index.php/indexcomunicacion/article/view/49
Garza, Virginia (2017). "La mitad de los internautas españoles ve series de televisión online". Kantar España insights, 17 julio. https://es.kantar.com/media/tv/2017/julio-2017-datos-sobre-consumo-de-series-ante-el-estreno-de-juego-de-tronos
González-Molina, Sonia; Ramos-del-Cano, Fátima (2014). "Las redes sociales en el ámbito periodístico: ¿cómo usan los medios europeos de referencia sus perfiles en Twitter y Facebook?". Comunicación y hombre, v. 10, pp. 37-52. https://dialnet.unirioja.es/servlet/articulo?codigo=5344560
Halpern, Daniel; Quintas-Froufe; Natalia; Fernández-Medina, Francisco (2016). "Interacciones entre la televisión y su audiencia social: hacia una conceptualización comunicacional". El profesional de la información, v. 25, n. 3, pp.367-375. https://doi.org/10.3145/epi.2016.may.06
Huertas, Assumpció; Setó-Pàmies, Dolors; Míguez-González, María-Isabel (2015). "Comunicación de destinos turísticos a través de los medios sociales". El profesional de la información, v. 24, n. 1, pp. 15-21. https://doi.org/10.3145/epi.2015.ene.02
Maciá, Fernando; Santonja, María (2015). Marketing en redes sociales. Madrid: Ediciones Anaya Multimedia. ISBN: 978 84 41537262
Moe, Hallvard; Poell, Thomas; Van-Dijck, José (2015). "Rearticulating audience engagement. Social media and television". Television & new media, v. 17, n. 2, pp. 99-107. https://doi.org/10.1177/1527476415616194
Oeldorf-Hirsch, Anne; Sundar, S. Shyam (2015). "Posting, commenting, and tagging: Effects of sharing news stories on Facebook". Computers in human behavior, v. 44, pp. 240-249. https://doi.org/10.1016/j.chb.2014.11.024
Pirouz, Dante M.; Johnson, Allison R.; Thomson, Mathew; Pirouz, Raymond (2015). "Creating online videos that engage viewers". MIT Sloan management review, v. 56, n. 4, pp. 83-88. https://sloanreview.mit.edu/article/creating-online-videos-that-engage-viewers
Samaniego, Rubén (2017). "Panel de hogares CNMC: El vídeo en streaming coge el vuelo, 1 de cada 4 hogares con internet ya lo utilizan". CNMC blog. Competencia, telecos, audiovisual, energía, transportes y +. 17 noviembre. https://goo.gl/uEukPp
Segado-Boj, Francisco; Grandío, María-del-Mar; Fernández-Gómez, Erika (2015). "Social media and television: A bibliographic review on the Web of Science". El profesional de la información, v. 24, n. 3, pp. 227-234.
https://doi.org/10.3145/epi.2015.may.02
Wendelin, Manuel; Engelmann, Ines; Neubart, Julia (2017). "User rankings and journalistic news selection comparing news values and topics". Journalism studies, v. 18, n. 2, pp. 135-153. https://doi.org/10.1080/1461670X.2015.1040892
Wilson, Sherryl (2016). "In the living room: Second screens and TV audiences". Television & new media, v. 17, n. 2, pp. 174-191. https://doi.org/10.1177/1527476415593348
Zenith (2018). Online video forecasts 2018. Zenith. The ROI agency. https://www.zenithmedia.com/product/online-video-forecasts-2018
Downloads
Additional Files
Published
How to Cite
Issue
Section
License
Dissemination conditions of the articles once they are published
Authors can freely disseminate their articles on websites, social networks and repositories
However, the following conditions must be respected:
- Only the editorial version should be made public. Please do not publish preprints, postprints or proofs.
- Along with this copy, a specific mention of the publication in which the text has appeared must be included, also adding a clickable link to the URL: http://www.profesionaldelainformacion.com
- Only the final editorial version should be made public. Please do not publish preprints, postprints or proofs.
- Along with that copy, a specific mention of the publication in which the text has appeared must be included, also adding a clickable link to the URL: http://revista.profesionaldelainformacion.com
Profesional de la información journal offers the articles in open access with a Creative Commons BY license.
