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48
The Comprehensive Core—Online Forums and Official Websites
As the center of the whole social media framework, the core section serves to:
1. Route all game-related information
2. Keep track of the events on other social platforms
3. Function as the primary place for in-depth conversations
For the core, online forums are the major component, and a game’s official website plays
an auxiliary role. This component is only half-owned by companies, because forums rely
heavily on user-generated content in order to function. The official game website is fully
owned media but has a limited role within the framework. This may seem contradictory
to reality, especially when the official website is still a major source of information for
some interviewees. The reasons are as follows:
Online forums are the most comprehensive of social media tools. They typically do not
limit the length of materials and current web technologies already allow users to post
videos or audio clips on a forum post. Forums also enable mutual and multilateral
communication. There are two kinds of forums for games: an official forum that is built
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 53 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 48 The Comprehensive Core—Online Forums and Official Websites As the center of the whole social media framework, the core section serves to: 1. Route all game-related information 2. Keep track of the events on other social platforms 3. Function as the primary place for in-depth conversations For the core, online forums are the major component, and a game’s official website plays an auxiliary role. This component is only half-owned by companies, because forums rely heavily on user-generated content in order to function. The official game website is fully owned media but has a limited role within the framework. This may seem contradictory to reality, especially when the official website is still a major source of information for some interviewees. The reasons are as follows: Online forums are the most comprehensive of social media tools. They typically do not limit the length of materials and current web technologies already allow users to post videos or audio clips on a forum post. Forums also enable mutual and multilateral communication. There are two kinds of forums for games: an official forum that is built |
