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Jenkins, H. (n.d.). Publications by Henry Jenkins. Retrieved 1 24, 2011, from
web.MIT.edu: http://web.mit.edu/cms/People/henry3/collective%20intelligence.html
Kafka, P. (2010, 3 5). Another YouTube Revenue Guess: $1 Billion in 2011. Retrieved 1
17, 2011, from All Things Digital: http://mediamemo.allthingsd.com/20100305/another-youtube-
revenue-guess-1-billion-in-2011/
O'Dell, J. (2010, 12 16). Facebook on Track for $2B Revenue in 2010. Retrieved from
Mashable.com: http://mashable.com/2010/12/16/facebook-2-billion-revenue/
Smith, J. (2009, 3 25). Number of US Facebook Users Over 35 Nearly Doubles in Last 60
Days. Retrieved from Inside Facebook:
http://www.insidefacebook.com/2009/03/25/number-of-us-facebook-users-over-35-
nearly-doubles-in-last-60-days/
Steinberg, S. (2007). Video Game Marketing and PR. Lincoln, Nebraska: iUniverse.
Tartakoff, J. (2009, 7 15). Twitter Expects $140 Million In Revenue By 2010. Retrieved 1
17, 2011, from www.PaidContent.org: http://paidcontent.org/article/419-twitter-expects-
140-million-in-revenue-by-2010/
The Nielson Company. (2009). Global Faces and Networked Places. The Nielson
Company. The Nielson Company.
The Video Game Forum. (n.d.). The Video Game forum Homepage. Retrieved from The
Video Game Forum: http://www.thegameforum.com/
World of Warcraft. (n.d.). Facebook Fan Page for World of Warcraft. Retrieved from
Facebook: http://www.facebook.com/Warcraft
Wu, J. (2010). Global Video Game Market Forecast. Strategy Analytics.
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 91 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 86 Jenkins, H. (n.d.). Publications by Henry Jenkins. Retrieved 1 24, 2011, from web.MIT.edu: http://web.mit.edu/cms/People/henry3/collective%20intelligence.html Kafka, P. (2010, 3 5). Another YouTube Revenue Guess: $1 Billion in 2011. Retrieved 1 17, 2011, from All Things Digital: http://mediamemo.allthingsd.com/20100305/another-youtube- revenue-guess-1-billion-in-2011/ O'Dell, J. (2010, 12 16). Facebook on Track for $2B Revenue in 2010. Retrieved from Mashable.com: http://mashable.com/2010/12/16/facebook-2-billion-revenue/ Smith, J. (2009, 3 25). Number of US Facebook Users Over 35 Nearly Doubles in Last 60 Days. Retrieved from Inside Facebook: http://www.insidefacebook.com/2009/03/25/number-of-us-facebook-users-over-35- nearly-doubles-in-last-60-days/ Steinberg, S. (2007). Video Game Marketing and PR. Lincoln, Nebraska: iUniverse. Tartakoff, J. (2009, 7 15). Twitter Expects $140 Million In Revenue By 2010. Retrieved 1 17, 2011, from www.PaidContent.org: http://paidcontent.org/article/419-twitter-expects- 140-million-in-revenue-by-2010/ The Nielson Company. (2009). Global Faces and Networked Places. The Nielson Company. The Nielson Company. The Video Game Forum. (n.d.). The Video Game forum Homepage. Retrieved from The Video Game Forum: http://www.thegameforum.com/ World of Warcraft. (n.d.). Facebook Fan Page for World of Warcraft. Retrieved from Facebook: http://www.facebook.com/Warcraft Wu, J. (2010). Global Video Game Market Forecast. Strategy Analytics. |
