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70
for efficient communication and consistent messaging. However, on a platform like
RenRen, such a challenge would not exist since the platform itself is already integrated.
Game companies would no long need to worry about the limitations, and could instead
focus on engaging players with the best combination of content.
From a player’s perspective, an integrated social media platform would also mean a more
convenient means to receive content.. Players would no long need to switch between
different social media tools to acquire information, saving considerable time.
2. The In-and-Out Integration
The integration of external and internal social media tools is another trend that is already
beginning to mature. Previous examples of Blizzard Entertainment’s Battle Net,
Rockstar’s Social Club, as well as the console-based niche networks like Xbox Live and
PlayStation Network are all integrated with external social media tools (namely Facebook
and Twitter) to some extent. This connection allows players to share a social profile
across platforms. This means that players can identify Facebook (or Twitter) friends who
play on the same game console, and share simple status updates. This trend will continue
to develop with more capabilities.
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 75 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 70 for efficient communication and consistent messaging. However, on a platform like RenRen, such a challenge would not exist since the platform itself is already integrated. Game companies would no long need to worry about the limitations, and could instead focus on engaging players with the best combination of content. From a player’s perspective, an integrated social media platform would also mean a more convenient means to receive content.. Players would no long need to switch between different social media tools to acquire information, saving considerable time. 2. The In-and-Out Integration The integration of external and internal social media tools is another trend that is already beginning to mature. Previous examples of Blizzard Entertainment’s Battle Net, Rockstar’s Social Club, as well as the console-based niche networks like Xbox Live and PlayStation Network are all integrated with external social media tools (namely Facebook and Twitter) to some extent. This connection allows players to share a social profile across platforms. This means that players can identify Facebook (or Twitter) friends who play on the same game console, and share simple status updates. This trend will continue to develop with more capabilities. |
