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77
Chapter 7: Conclusion and Primer
Summary
The following is a summary of the main ideas of the author’s discussion on social
media’s role for video game communication:
1. Social media is popular, powerful, but not omnipotent.
Social media is undoubtedly an important component to the communication strategies of
many video game companies. This is also confirmed by primary research. Social media is
quick in dissemination, efficient in engagement, and widespread in connection. The
proper combination of online forums, a Facebook page, a YouTube channel and Twitter
feeds will greatly facilitate game companies’ efforts in building a closely connected
player community.
Though important, social media is not everything for video game PR. Social media tools
have various limitations in terms of content, social influence and audience participation,
and are limited in functions. Therefore, game companies must wisely combine social
media component and non-social media outlets in order to achieve well-balanced success
in video game marketing.
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 82 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 77 Chapter 7: Conclusion and Primer Summary The following is a summary of the main ideas of the author’s discussion on social media’s role for video game communication: 1. Social media is popular, powerful, but not omnipotent. Social media is undoubtedly an important component to the communication strategies of many video game companies. This is also confirmed by primary research. Social media is quick in dissemination, efficient in engagement, and widespread in connection. The proper combination of online forums, a Facebook page, a YouTube channel and Twitter feeds will greatly facilitate game companies’ efforts in building a closely connected player community. Though important, social media is not everything for video game PR. Social media tools have various limitations in terms of content, social influence and audience participation, and are limited in functions. Therefore, game companies must wisely combine social media component and non-social media outlets in order to achieve well-balanced success in video game marketing. |
