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54
5. Host online and offline events; and
6. Direct followers to the core (forums and official websites) for details.
Facebook is the dominating, if not the only, platform in the engagement component due
to its compatibility with other platforms. Its popularity among players also proves that
Facebook is an effective tool for engagement. The sheer number of active users provides
an immense user base to influence.
Engagement strategies on Facebook should focus on participation and communication
rather than dissemination and discussion. Although Facebook is capable of all these jobs,
a lack of focus would only make Facebook suffer from information redundancy. Such
tactics include asking game-related questions, releasing photos, and conducting quick
polls using Facebook applications. Hosting events is also an efficient way to strengthen
the relationship between players and companies.
Integration is another important feature in Facebook engagement. As interviews show,
players prefer an integrated social media tool to connect the game to the real world so
they can easily share their playing experiences with friends. This integration will
automatically turn game players into spokespeople who constantly broadcast their
engagement with games to their friend network.
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 59 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 54 5. Host online and offline events; and 6. Direct followers to the core (forums and official websites) for details. Facebook is the dominating, if not the only, platform in the engagement component due to its compatibility with other platforms. Its popularity among players also proves that Facebook is an effective tool for engagement. The sheer number of active users provides an immense user base to influence. Engagement strategies on Facebook should focus on participation and communication rather than dissemination and discussion. Although Facebook is capable of all these jobs, a lack of focus would only make Facebook suffer from information redundancy. Such tactics include asking game-related questions, releasing photos, and conducting quick polls using Facebook applications. Hosting events is also an efficient way to strengthen the relationship between players and companies. Integration is another important feature in Facebook engagement. As interviews show, players prefer an integrated social media tool to connect the game to the real world so they can easily share their playing experiences with friends. This integration will automatically turn game players into spokespeople who constantly broadcast their engagement with games to their friend network. |
