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81
Don'ts:
1. Don’t use social media as just another media outlet. Engage, rather than disseminate
information.
2. Don’t overwhelm players with too much or useless information. Although social
media is fast and efficient for dissemination, releasing too much information too
frequently will only result in information bombardment.
3. Don’t be verbal; be visual. Video games are a visual product. Companies should
prepare more video materials and allow them to be easily shared on various social
platforms.
4. Don’t rely on social media alone. Each media outlet has its own function, and a good
communication plan must combine various outlets to aggregate the advantages.
5. Don’t use social media just because it’s popular. PR is all about using the proper
channels to reach the right audience.
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 86 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 81 Don'ts: 1. Don’t use social media as just another media outlet. Engage, rather than disseminate information. 2. Don’t overwhelm players with too much or useless information. Although social media is fast and efficient for dissemination, releasing too much information too frequently will only result in information bombardment. 3. Don’t be verbal; be visual. Video games are a visual product. Companies should prepare more video materials and allow them to be easily shared on various social platforms. 4. Don’t rely on social media alone. Each media outlet has its own function, and a good communication plan must combine various outlets to aggregate the advantages. 5. Don’t use social media just because it’s popular. PR is all about using the proper channels to reach the right audience. |
