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80 these updates can also participate in the game through the integrated interface. The whole engagement of the future will revolve around the ultimate product—video games. Primer The following is a primer that lists the author’s recommendations for social media practices in video games. The primer combines the research findings and is divided into “do’s” and “don’ts.” Do’s: 1. Do include social media as part of the communication plan for video games. It’s fast, effective, and engaging. 2. Do choose wisely what social media tools to use based on the game and the target players. Use a social media portfolio to maximize its power. 3. Do engage players on the social network. Generate buzz, start conversations, and host online activities to keep players active. Do prepare incentives for engagement. 4. Do encourage user-generated content. Let players become creators with their own contributions to keep the conversation going. 5. Do integrate external social media tools with internal networks. Always keep players connected to share their experiences with friends.
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 85 |
Contributing entity | University of Southern California |
Repository email | cisadmin@lib.usc.edu |
Full text | 80 these updates can also participate in the game through the integrated interface. The whole engagement of the future will revolve around the ultimate product—video games. Primer The following is a primer that lists the author’s recommendations for social media practices in video games. The primer combines the research findings and is divided into “do’s” and “don’ts.” Do’s: 1. Do include social media as part of the communication plan for video games. It’s fast, effective, and engaging. 2. Do choose wisely what social media tools to use based on the game and the target players. Use a social media portfolio to maximize its power. 3. Do engage players on the social network. Generate buzz, start conversations, and host online activities to keep players active. Do prepare incentives for engagement. 4. Do encourage user-generated content. Let players become creators with their own contributions to keep the conversation going. 5. Do integrate external social media tools with internal networks. Always keep players connected to share their experiences with friends. |