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20
Therefore, this category is a more sophisticated and “mature” 11 social media tool and
appeals to core game players.
Online game forums existed even before the rise of social media, although its social
nature is often ignored. An online forum is essentially a collection of posts by forum
members, where the posts are sorted chronically under relevant subjects. In this regard, a
forum relies heavily on user-generated content, regardless of whether it is managed by a
game company or by players. Members can post original or shared text, photos, and
embedded videos. Integration of other social media API (Application Programming
Interface) makes this content easy to share. Some forums even provide RSS feed that
users can subscribe to.
It should be noted that game forums members tend to be more serious players who seek
in-depth information or game solutions. As a casual gamer points out in his interview, “I
don’t register for any forum because I’m not so much into games. For me, Google can
give me anything about the games I’m playing.” 12
11 Player interviwee #1, Chenjia Yin, Appendix II
12 Player interviewee #6, Vinson Lu, Appendix II
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 25 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 20 Therefore, this category is a more sophisticated and “mature” 11 social media tool and appeals to core game players. Online game forums existed even before the rise of social media, although its social nature is often ignored. An online forum is essentially a collection of posts by forum members, where the posts are sorted chronically under relevant subjects. In this regard, a forum relies heavily on user-generated content, regardless of whether it is managed by a game company or by players. Members can post original or shared text, photos, and embedded videos. Integration of other social media API (Application Programming Interface) makes this content easy to share. Some forums even provide RSS feed that users can subscribe to. It should be noted that game forums members tend to be more serious players who seek in-depth information or game solutions. As a casual gamer points out in his interview, “I don’t register for any forum because I’m not so much into games. For me, Google can give me anything about the games I’m playing.” 12 11 Player interviwee #1, Chenjia Yin, Appendix II 12 Player interviewee #6, Vinson Lu, Appendix II |
