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58
3. Continue to use Facebook to host online and offline events as complements to games:
a. Offline events may include social parties among players, such as the BlizzCon
event. The Facebook fan page can send invitations to followers and provide event
updates;
b. Online events may include challenges and special tasks within the game, or even
game tournaments. Provide proper in-game rewards;
c. Collect feedback and post event recaps on Facebook, and release event photos and
videos to followers.
4. For post-launch engagement, shift the focus from official content to UGC:
a. On the official fan page, host online and offline events that encourage UGC and
invite fans to vote. Collect and display popular works on the fan page;
b. Create an interest fan page on Facebook to shift the focus to user-generated
content. Encourage followers to post self-made reviews, artwork, gameplay
videos, etc.
c. Link the interest page with the official fan page and forums for content sharing.
Game companies should utilize Facebook’s advantages to call for players’ proactive
participation with the proper incentives. Similar to the strategies for the core component,
user-generated content is an essential part of the strategies to effectively keep players
interested and engaged.
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 63 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 58 3. Continue to use Facebook to host online and offline events as complements to games: a. Offline events may include social parties among players, such as the BlizzCon event. The Facebook fan page can send invitations to followers and provide event updates; b. Online events may include challenges and special tasks within the game, or even game tournaments. Provide proper in-game rewards; c. Collect feedback and post event recaps on Facebook, and release event photos and videos to followers. 4. For post-launch engagement, shift the focus from official content to UGC: a. On the official fan page, host online and offline events that encourage UGC and invite fans to vote. Collect and display popular works on the fan page; b. Create an interest fan page on Facebook to shift the focus to user-generated content. Encourage followers to post self-made reviews, artwork, gameplay videos, etc. c. Link the interest page with the official fan page and forums for content sharing. Game companies should utilize Facebook’s advantages to call for players’ proactive participation with the proper incentives. Similar to the strategies for the core component, user-generated content is an essential part of the strategies to effectively keep players interested and engaged. |
