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19
users via the reply function, such discussions are brief due to Twitter post character limits.
Discussion on Twitter is only a minor function and its importance lies in the social media
tool’s ability to quickly spread information.
The Electronic Arts8 Twitter handle9 offers company news, promotion information,
retweets from the EA game accounts, and some interaction with followers. The EA
company account now has 436,827 followers (Electronic Arts). The EA Sports Twitter
handle10 provides similar information, but is sports game-specific. The number of
followers on the sports account is 60,029 (EA Sports).
Comprehensive Communities
This category consists mainly of online forums and blog networks. These tools are
comprehensive because they include most of the functions that other social media tools
offer. For example, online game forums enable users to post in-depth articles, photos, and
videos; they also allow users to have extensive discussions and social interactions.
8 Electronic Arts is a leading international game developer and publisher based in California. Founded in
1982, EA is well known for its “sports games,” such as the NBA Live series, FIFA series, and Need for
Speed series. It also operates MMOG like the Dragon Age series.
9 The EA official Twitter handle: http://twitter.com/ - !/EA
10 The EA sports Twitter: http://twitter.com/ - !/search/EA Sports
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 24 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 19 users via the reply function, such discussions are brief due to Twitter post character limits. Discussion on Twitter is only a minor function and its importance lies in the social media tool’s ability to quickly spread information. The Electronic Arts8 Twitter handle9 offers company news, promotion information, retweets from the EA game accounts, and some interaction with followers. The EA company account now has 436,827 followers (Electronic Arts). The EA Sports Twitter handle10 provides similar information, but is sports game-specific. The number of followers on the sports account is 60,029 (EA Sports). Comprehensive Communities This category consists mainly of online forums and blog networks. These tools are comprehensive because they include most of the functions that other social media tools offer. For example, online game forums enable users to post in-depth articles, photos, and videos; they also allow users to have extensive discussions and social interactions. 8 Electronic Arts is a leading international game developer and publisher based in California. Founded in 1982, EA is well known for its “sports games,” such as the NBA Live series, FIFA series, and Need for Speed series. It also operates MMOG like the Dragon Age series. 9 The EA official Twitter handle: http://twitter.com/ - !/EA 10 The EA sports Twitter: http://twitter.com/ - !/search/EA Sports |
