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61
Meanwhile, game company should be aware of the number of Twitter handles it holds
and the number of re-tweets—less is more. Maintaining multiple Twitter handles not only
significantly increases time cost; it also results in repeated information.
Recommended Strategies and Supporting Tactics:
Before Launch:
1. Build presence and maintain connections with the core component:
a. Set up an official YouTube channel and a Twitter handle for the game to release
visual and textual content. YouTube should focus on game trailers and interviews,
while Twitter should handle news, announcements, promotion information, etc.
b. If the game belongs to a series that already has these accounts, continue to use the
original accounts to avoid repetition.
c. Connect the YouTube channel and Twitter handle with partner forums, Facebook
pages, as well as with other relevant social media outlets. Tweets should contain
links to the original sources.
2. YouTube pre-launch strategy: stress visual content, sharability and interactions:
a. Release game trailers and designer interviews on YouTube as well as on official
websites;
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 66 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 61 Meanwhile, game company should be aware of the number of Twitter handles it holds and the number of re-tweets—less is more. Maintaining multiple Twitter handles not only significantly increases time cost; it also results in repeated information. Recommended Strategies and Supporting Tactics: Before Launch: 1. Build presence and maintain connections with the core component: a. Set up an official YouTube channel and a Twitter handle for the game to release visual and textual content. YouTube should focus on game trailers and interviews, while Twitter should handle news, announcements, promotion information, etc. b. If the game belongs to a series that already has these accounts, continue to use the original accounts to avoid repetition. c. Connect the YouTube channel and Twitter handle with partner forums, Facebook pages, as well as with other relevant social media outlets. Tweets should contain links to the original sources. 2. YouTube pre-launch strategy: stress visual content, sharability and interactions: a. Release game trailers and designer interviews on YouTube as well as on official websites; |
