Page 65 |
Save page Remove page | Previous | 65 of 121 | Next |
|
small (250x250 max)
medium (500x500 max)
Large (1000x1000 max)
Extra Large
large ( > 500x500)
Full Resolution
All (PDF)
|
This page
All
|
60 YouTube can also be integrated with other social media tools. The website already enables viewers to share its videos on Facebook, Twitter, and many other social platforms. It also provides html codes for users to embed the videos to blogs, forum posts or websites, offering a more convenient and direct sharing method than Twitter provides. Therefore, YouTube should be the main source for video content in this framework. Game companies can use YouTube as a major distribution channel in conjunction with the official website to release game trailers and to spread popular player-generated videos. Companies can also embed these videos into forums to maintain continuity. However, when rapidly releasing video content to a large audience, game companies should also pay attention to viewers’ feedback and ratings of the released material in order to gauge players’ responsiveness and the video’s effectiveness. Twitter, despite its popularity among social media users, has a rather limited and singular role in terms of dissemination. It acts as the quick interface. Its major function in this framework is to quickly release up-to-the-minute game-related news and announcements and allow followers to massively re-tweet to achieve a viral effect. An interviewee’s reply may represent the similar view of many players: “Twitter is my least favorite social media tool. It’s limited and doesn’t support photos and videos, which are vital for video games.”50 50 Player interviewee #7, Wenzhi Yuan, 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 65 |
Contributing entity | University of Southern California |
Repository email | cisadmin@lib.usc.edu |
Full text | 60 YouTube can also be integrated with other social media tools. The website already enables viewers to share its videos on Facebook, Twitter, and many other social platforms. It also provides html codes for users to embed the videos to blogs, forum posts or websites, offering a more convenient and direct sharing method than Twitter provides. Therefore, YouTube should be the main source for video content in this framework. Game companies can use YouTube as a major distribution channel in conjunction with the official website to release game trailers and to spread popular player-generated videos. Companies can also embed these videos into forums to maintain continuity. However, when rapidly releasing video content to a large audience, game companies should also pay attention to viewers’ feedback and ratings of the released material in order to gauge players’ responsiveness and the video’s effectiveness. Twitter, despite its popularity among social media users, has a rather limited and singular role in terms of dissemination. It acts as the quick interface. Its major function in this framework is to quickly release up-to-the-minute game-related news and announcements and allow followers to massively re-tweet to achieve a viral effect. An interviewee’s reply may represent the similar view of many players: “Twitter is my least favorite social media tool. It’s limited and doesn’t support photos and videos, which are vital for video games.”50 50 Player interviewee #7, Wenzhi Yuan, Appendix II |