Fast Company reports that Netflix is going to launch new social features, a surprise after they shut down the old Friends feature earlier this year. Netflix's Michael Hart, formerly Director of Engineering for API's, will be Netflix's Director of Engineering for Social.
But it sounds like the new social strategy is different from the old one. The one that just shut down had a more limited vision, embedded in ideas of community from a previous era of the Internet. That strategy simply sought to enable Netflix customers to share their recommendations and reviews. According to executives, the features never really took off. The new strategy, however, is inspired by the fundamental shift that social networks like Facebook are fomenting in society today, changing both how companies market their products as well as how they conceive of the kinds of value they create for customers.
“It’s very nascent, as of a couple days ago,” Hart tells Fast Company. “We’re entering a bunch of new markets, internationally. There will be less brand recognition, less word of mouth. So viral acquisition strategies have the potential to gain for us endless new markets.”
Facebook & Twitter integration are easy ones, but what types of social features would you like Netflix to add?