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14
period, and it is safe to argue that social media is more popular and influential than most
media channels in the video game industry.
This analysis is supported by the interview findings. Most player interviewees use some
form of social media and view it as an important tool in today’s video game industry.
On the companies’ side, the author failed to find conclusive evidence of the number of
companies that use social media. However, given the fact that almost all major game
publishers and developers can be found on major social media platforms, it is reasonable
to assume that social media is an important component to video game companies’
communication strategies. This assumption is supported by interviews with game
company representatives.
Common Social Media Tools for Video Games
According to their characteristics, social media tools commonly used in the video game
are divided into the following categories: tools for engagement, tools for quick sharing,
comprehensive communities, and niche social media tools.
Object Description
| Title | Social media's role, utility, and future in video game public relations |
| Author | Zhang, Yun |
| Author email | zhangyun@usc.edu; raynezhang121@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-03-20 |
| Date submitted | 2011 |
| Restricted until | Unrestricted |
| Date published | 2011-04-26 |
| Advisor (committee chair) | Burghardt Tenderich |
| Advisor (committee member) |
Jay, Wang Dimitri Williams |
| Abstract | As two industries that rely on the evolution of computer and information technologies, video game and social media have undergone tremendously rapid development in a short period of time. At the same time, both industries share a similar user group, too. The two similarities lead to the author’s belief that there is a natural compatibility between the two seemingly irrelevant industries, and that social media is an effective and efficient channel for video game marketing and PR.; Therefore, this thesis is intended to explore the state of marketing/public relations activities of the video game industry in the new social media context. It explores the social-network presence of some popular video games, the online communication strategies/tactics employed by their companies, and the effectiveness of such activities. Based on these analyses, the author proposes a comprehensive social media framework for video games, and recommends corresponding PR/marketing strategies as well.; The thesis also includes the author’s predictions on the possible social media trends for video games in the future. As conclusion, the author provides a primer that lists recommended social media “do’s” and “don’ts” for game companies. |
| Keyword | public relations; video game; social media; marketing; communication |
| Coverage date | 2000/2010 |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m3784 |
| Contributing entity | University of Southern California |
| Rights | Zhang, Yun |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | cisadmin@lib.usc.edu |
| Filename | etd-Zhang-4542 |
| Archival file | uscthesesreloadpub_Volume23/etd-Zhang-4542.pdf |
Description
| Title | Page 19 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 14 period, and it is safe to argue that social media is more popular and influential than most media channels in the video game industry. This analysis is supported by the interview findings. Most player interviewees use some form of social media and view it as an important tool in today’s video game industry. On the companies’ side, the author failed to find conclusive evidence of the number of companies that use social media. However, given the fact that almost all major game publishers and developers can be found on major social media platforms, it is reasonable to assume that social media is an important component to video game companies’ communication strategies. This assumption is supported by interviews with game company representatives. Common Social Media Tools for Video Games According to their characteristics, social media tools commonly used in the video game are divided into the following categories: tools for engagement, tools for quick sharing, comprehensive communities, and niche social media tools. |
