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22
indexing. An example of this is IGN16, a video game portal website that includes a blog
network.
Niche Social Media Tools
Niche social media tool for games are only used by a niche group of players who either
play the same games, or play on the same game console. Although the niche tool has
limited outreach, it is highly penetrative and efficient because it engages solely with key
players.
Battle Net17 of Blizzard Entertainment is one such niche social media tool. This online
platform is a gateway to legally access all major Blizzard games and operates as the
platform for multiplayer mode. It is also an internal social media tool in which Blizzard
game players to “befriend” one another and share experiences. Battle Net also has a
forum for each major game title.
16 IGN.com URL: http://www.ign.com/
17 Battle Net URL: http://www.battle.net
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 27 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 22 indexing. An example of this is IGN16, a video game portal website that includes a blog network. Niche Social Media Tools Niche social media tool for games are only used by a niche group of players who either play the same games, or play on the same game console. Although the niche tool has limited outreach, it is highly penetrative and efficient because it engages solely with key players. Battle Net17 of Blizzard Entertainment is one such niche social media tool. This online platform is a gateway to legally access all major Blizzard games and operates as the platform for multiplayer mode. It is also an internal social media tool in which Blizzard game players to “befriend” one another and share experiences. Battle Net also has a forum for each major game title. 16 IGN.com URL: http://www.ign.com/ 17 Battle Net URL: http://www.battle.net |
