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62
b. Share the videos to Facebook pages and partner forums, and encourage players to
share videos with their friends;
c. Encourage players to comment on and rate the videos. Examples are
conversations with players in the comments section below a video, or a vote for
the best trailers on Facebook or partner forums;
d. If possible, encourage players to shoot testimonial videos in which they express
their excitement for the game launch and aggregate the videos on YouTube and
embed them onto forums;
e. Live stream the launching events on YouTube, if such activities are planned. Also
embed the video onto forums and the official sites.
3. Twitter pre-launch strategy: encourage quick and moderate sharing:
a. Release tweets on important news, announcements, major events, or promotional
information. Include links to proper destinations in the tweets.
b. For a game release, mainly use the game handle. Also, control the tweeting
frequency to avoid over tweeting.
c. Encourage followers to re-tweet certain key messages by offering rewards such as
discounts, free in-game bonuses, or virtual items.
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 67 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 62 b. Share the videos to Facebook pages and partner forums, and encourage players to share videos with their friends; c. Encourage players to comment on and rate the videos. Examples are conversations with players in the comments section below a video, or a vote for the best trailers on Facebook or partner forums; d. If possible, encourage players to shoot testimonial videos in which they express their excitement for the game launch and aggregate the videos on YouTube and embed them onto forums; e. Live stream the launching events on YouTube, if such activities are planned. Also embed the video onto forums and the official sites. 3. Twitter pre-launch strategy: encourage quick and moderate sharing: a. Release tweets on important news, announcements, major events, or promotional information. Include links to proper destinations in the tweets. b. For a game release, mainly use the game handle. Also, control the tweeting frequency to avoid over tweeting. c. Encourage followers to re-tweet certain key messages by offering rewards such as discounts, free in-game bonuses, or virtual items. |
