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57
After launch:
1. Integrate external and internal social media outlets:
a. Integrate Facebook with internal social media tools, such as Battle Net, Rockstar
Social Club, as well as the console-based social networks. The players’ in-game
status will automatically appear on Facebook. The idea is to always keep players
connected and to allow them to share game experience with friends. Examples:
i. When a player enters a game, his or her Facebook status automatically
updates showing the name of the game;
ii. When a player completes a certain in-game challenge, his or her
Facebook status will be automatically updated with a game screenshot;
iii. For such updates, always include the link to the game’s Facebook page,
official website and forums.
iv. If possible, integrate Facebook with the chatting system in MMO games,
enabling players to communicate with friends outside games;
2. Continue to engage players with buzz while focusing on the actual game experience:
a. Topics may be similar to the ones used for pre-launch, but the focus needs to be
shifted to in-game experience;
b. Again, use the poll application on Facebook to quickly collect feedback;
c. Post the results on the forum to generate discussion.
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 62 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 57 After launch: 1. Integrate external and internal social media outlets: a. Integrate Facebook with internal social media tools, such as Battle Net, Rockstar Social Club, as well as the console-based social networks. The players’ in-game status will automatically appear on Facebook. The idea is to always keep players connected and to allow them to share game experience with friends. Examples: i. When a player enters a game, his or her Facebook status automatically updates showing the name of the game; ii. When a player completes a certain in-game challenge, his or her Facebook status will be automatically updated with a game screenshot; iii. For such updates, always include the link to the game’s Facebook page, official website and forums. iv. If possible, integrate Facebook with the chatting system in MMO games, enabling players to communicate with friends outside games; 2. Continue to engage players with buzz while focusing on the actual game experience: a. Topics may be similar to the ones used for pre-launch, but the focus needs to be shifted to in-game experience; b. Again, use the poll application on Facebook to quickly collect feedback; c. Post the results on the forum to generate discussion. |
