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42
calling more attention, such low quality messages could even backfire and anger players.
As one interviewee noted:
Currently the biggest problem with social media is that it is just a loudspeaker.
It’s fast to get everybody’s notice, but it’s also annoying with its boring repetition.
Companies have a pressure to release information, and we also have a pressure
reading them.42
Therefore, game companies must make sure they are offering clear objective and useful
content when using social media marketing. Only audience receptiveness and message
originality can make the juicy content that encourages proactive sharing. Otherwise, viral
marketing can turn into a repulsive virus.
3. Online engagement lacks real incentives for light users
Despite its effectiveness in connecting players and personifying a game, social media
engagement also has its disadvantages: the engagement primarily relies on players’
loyalty and passion for the game rather than offer real or virtual incentives. This may not
be a deterrent for hardcore players who are already loyal to certain games, but it may
determine whether a light user will engage. As previously discussed, light users are
should be the major target of social media. The result is exactly as a light user describes:
42 Player interviewee #4, Hanxun Zheng, 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 47 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 42 calling more attention, such low quality messages could even backfire and anger players. As one interviewee noted: Currently the biggest problem with social media is that it is just a loudspeaker. It’s fast to get everybody’s notice, but it’s also annoying with its boring repetition. Companies have a pressure to release information, and we also have a pressure reading them.42 Therefore, game companies must make sure they are offering clear objective and useful content when using social media marketing. Only audience receptiveness and message originality can make the juicy content that encourages proactive sharing. Otherwise, viral marketing can turn into a repulsive virus. 3. Online engagement lacks real incentives for light users Despite its effectiveness in connecting players and personifying a game, social media engagement also has its disadvantages: the engagement primarily relies on players’ loyalty and passion for the game rather than offer real or virtual incentives. This may not be a deterrent for hardcore players who are already loyal to certain games, but it may determine whether a light user will engage. As previously discussed, light users are should be the major target of social media. The result is exactly as a light user describes: 42 Player interviewee #4, Hanxun Zheng, Appendix II |
