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69
1. The combination of the external social media platforms
There are already signs of this emerging in the game world. Facebook accounts can be
used to register for various social media applications like Yelp, Foursquare, Digg,
Groupon, etc., and many game forums already allow players to login with their Facebook
or Twitter information. In the future, Internet users will continue to see more social media
tools become accessible with a master account, and these tools will have more
comprehensive functions. Ultimately, a comprehensive social media tool may even
emerge to include all major functions of the others. Users do not need to change
platforms to release contents in different forms and the master platform would also
enable users to interact and share contents among friends.
A current example for such a master social platform is RenRen52, which is China’s
answer to Facebook. In addition to the social feature and newsfeed, RenRen also allows
users to upload videos, post blogs, and form discussion groups. It is also integrated into a
forum that allows users to generate conversations on topics of common interest.
Such a social media platform, if properly developed and managed, would greatly
facilitate and empower the social media framework for video game PR. Under the
proposed framework, the integration of four different components may render a challenge
52 RenRen.com official website: http://www.renren.com/
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 74 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 69 1. The combination of the external social media platforms There are already signs of this emerging in the game world. Facebook accounts can be used to register for various social media applications like Yelp, Foursquare, Digg, Groupon, etc., and many game forums already allow players to login with their Facebook or Twitter information. In the future, Internet users will continue to see more social media tools become accessible with a master account, and these tools will have more comprehensive functions. Ultimately, a comprehensive social media tool may even emerge to include all major functions of the others. Users do not need to change platforms to release contents in different forms and the master platform would also enable users to interact and share contents among friends. A current example for such a master social platform is RenRen52, which is China’s answer to Facebook. In addition to the social feature and newsfeed, RenRen also allows users to upload videos, post blogs, and form discussion groups. It is also integrated into a forum that allows users to generate conversations on topics of common interest. Such a social media platform, if properly developed and managed, would greatly facilitate and empower the social media framework for video game PR. Under the proposed framework, the integration of four different components may render a challenge 52 RenRen.com official website: http://www.renren.com/ |
