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79
nuclear idea of the framework is to utilize the strengths of each social media tool to
combine the power of owned media and the credibility of earned media most effectively.
User-generated content is another connection among the four components, especially
during the post-launch period. Unlike a movie, video game is a long-term product that
can be constantly replayed. User-generated content is an efficient way to keep players
engaged and to elongate the “topic life” of a game. Players are no longer just consumers;
they become creators that contribute to the product.
4. Integration is the future for social media in video games.
An ongoing trend in social media is the integration among different social media tools
and this trend will also have deep impact on the video game industry. Fewer and fewer
social media tools will rise with more and more functions, and these external tools will
also completely merge with the internal niche social networks among players. Also, the
cloud computing technology will integrate the real game experience into social media,
making social media an important channel for game distribution.
For gamers in the future, playing games and socializing with friends can happen
simultaneously. The integrated in-game social media features will enable players to
conveniently share the moment with friends via pictures and videos. Friends who see
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 84 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 79 nuclear idea of the framework is to utilize the strengths of each social media tool to combine the power of owned media and the credibility of earned media most effectively. User-generated content is another connection among the four components, especially during the post-launch period. Unlike a movie, video game is a long-term product that can be constantly replayed. User-generated content is an efficient way to keep players engaged and to elongate the “topic life” of a game. Players are no longer just consumers; they become creators that contribute to the product. 4. Integration is the future for social media in video games. An ongoing trend in social media is the integration among different social media tools and this trend will also have deep impact on the video game industry. Fewer and fewer social media tools will rise with more and more functions, and these external tools will also completely merge with the internal niche social networks among players. Also, the cloud computing technology will integrate the real game experience into social media, making social media an important channel for game distribution. For gamers in the future, playing games and socializing with friends can happen simultaneously. The integrated in-game social media features will enable players to conveniently share the moment with friends via pictures and videos. Friends who see |
