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40
these habits have not changed even as new social media tools thrive. Another interviewee
provided a conclusive answer:
Social media may be eye-catching for light users, but is definitely not a choice for
hardcore like me. Hardcores know where to find the stuff on games—that’s portal
sites like IGN, N4G or online forums. These places have everything. Facebook or
Twitter are just re-sharing things from them.38
Therefore, a company’s social media strategies must differentiate target players, target
social media channels, as well as target the content on each channel for each player group.
As a video game PR practitioner noticed, “social media must differentiate with forums in
terms of target audience and content,”39 and cannot be treated as a mere duplicate or
extension of the latter.
2. Information bombardment rather than true engagement
Social media is highly effective when it comes to disseminating information to its
widespread social network, however, this can sometimes prove to be a double-edged
sword. The efficiency in dissemination may overshadow the efficiency in reception and
unintentionally become the goal. The result is a counterproductive one—information
overload. Twitter can serve as the negative example in this regard: According to the
38 Player interviewee #4, Hanxun Zheng, Appendix II
39 Company interviwee #1, Chan Lim, 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 45 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 40 these habits have not changed even as new social media tools thrive. Another interviewee provided a conclusive answer: Social media may be eye-catching for light users, but is definitely not a choice for hardcore like me. Hardcores know where to find the stuff on games—that’s portal sites like IGN, N4G or online forums. These places have everything. Facebook or Twitter are just re-sharing things from them.38 Therefore, a company’s social media strategies must differentiate target players, target social media channels, as well as target the content on each channel for each player group. As a video game PR practitioner noticed, “social media must differentiate with forums in terms of target audience and content,”39 and cannot be treated as a mere duplicate or extension of the latter. 2. Information bombardment rather than true engagement Social media is highly effective when it comes to disseminating information to its widespread social network, however, this can sometimes prove to be a double-edged sword. The efficiency in dissemination may overshadow the efficiency in reception and unintentionally become the goal. The result is a counterproductive one—information overload. Twitter can serve as the negative example in this regard: According to the 38 Player interviewee #4, Hanxun Zheng, Appendix II 39 Company interviwee #1, Chan Lim, Appendix II |
