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38
Social media have become the dominant platform for games because they
piggyback on existing friendships. That aspect will remain in place for a long time.
If they can integrate better with the more mainstream or “hard core” platforms
like consoles, then social media may even edge out regular distribution entirely.36
Disadvantages
Contrary to the research questions, some interviewees expressed reasons why social
media may not always be an ideal tool for video game PR. The disadvantages are as
follows:
1. Although social media is popular, it is not for every gamer.
The author’s interview shows that social media is currently not the predominant factor in
video game marketing. It is also not popular with everybody—contrary to the author’s
original assumption. Most player interviewees still go to portal websites for the majority
of their game information despite the fact that they are linked to game companies through
social media tools on Facebook and Twitter. According to the interview findings, the
second favorite place for players looking for game information is on online forums. Two
reasons could explain these findings.
36 Player interviewee #3, Dimitri Williams, 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 43 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 38 Social media have become the dominant platform for games because they piggyback on existing friendships. That aspect will remain in place for a long time. If they can integrate better with the more mainstream or “hard core” platforms like consoles, then social media may even edge out regular distribution entirely.36 Disadvantages Contrary to the research questions, some interviewees expressed reasons why social media may not always be an ideal tool for video game PR. The disadvantages are as follows: 1. Although social media is popular, it is not for every gamer. The author’s interview shows that social media is currently not the predominant factor in video game marketing. It is also not popular with everybody—contrary to the author’s original assumption. Most player interviewees still go to portal websites for the majority of their game information despite the fact that they are linked to game companies through social media tools on Facebook and Twitter. According to the interview findings, the second favorite place for players looking for game information is on online forums. Two reasons could explain these findings. 36 Player interviewee #3, Dimitri Williams, Appendix II |
