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29
account acting as the central node. The other accounts have their own specific focus and
important tweets on one account are quickly “re-tweeted” on others so that the followers
of a specific account can be updated with all of EA’s developments. Most news and
announcement tweets contain shortened URL links that direct followers to the original
source, whether it be the EA official website, the official forum, or the YouTube channel.
A similar tactic also works on Facebook, except that Facebook also allows for more
interaction and buzz generation.
EA’s YouTube channel, on the other hand, acts as a content-generating source. Not only
does it allow for sharing within the YouTube community, it also allows users to connect
through Facebook, Twitter, MySpace, and any number of other social media networks
easily by providing an html code to embed videos into forums and blogs. Therefore, once
an EA trailer or gameplay video is released on YouTube, it will almost immediately
appear on EA’s other social profiles.
EA’s official website26 works in the same way as YouTube. The website integrates EA’s
Facebook and Twitter handles and displays real-time updates of both. The content on the
website is then linked to both of these social platforms.
26 Electronic Arts official website: http://www.ea.com
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 34 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 29 account acting as the central node. The other accounts have their own specific focus and important tweets on one account are quickly “re-tweeted” on others so that the followers of a specific account can be updated with all of EA’s developments. Most news and announcement tweets contain shortened URL links that direct followers to the original source, whether it be the EA official website, the official forum, or the YouTube channel. A similar tactic also works on Facebook, except that Facebook also allows for more interaction and buzz generation. EA’s YouTube channel, on the other hand, acts as a content-generating source. Not only does it allow for sharing within the YouTube community, it also allows users to connect through Facebook, Twitter, MySpace, and any number of other social media networks easily by providing an html code to embed videos into forums and blogs. Therefore, once an EA trailer or gameplay video is released on YouTube, it will almost immediately appear on EA’s other social profiles. EA’s official website26 works in the same way as YouTube. The website integrates EA’s Facebook and Twitter handles and displays real-time updates of both. The content on the website is then linked to both of these social platforms. 26 Electronic Arts official website: http://www.ea.com |
