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92
like EA and Ubisoft hosted on-campus game trials before, and they posted notices on
Facebook. When you come back, Facebook is still the place to share photos or videos.
Forum is another place I like, but it's more mature. It usually offers more serious
information, and popular among hardcore players.
5. Twitter. Twitter is limited in length, and it doesn’t support pictures or videos, which
is inconvenient. It’s more like a gateway that leads users to other destination sources.
6. I pay average attention most of the time. But of course, if my favorite game is going
to be launched, I’ll focus more on it. But usually it’s the information on social media
comes to me.
7. As I said, companies would host various events on Facebook, either online events or
real events. Blizzard has its annual BlizzCon party, and holiday card design contest;
EA hosts game trials on school campus. I like the idea, although I seldom participate.
Discussion is another form of engagement, so to speak. On companies’ Facebook
pages, there are always ongoing discussions about their games, although they are very
long. Same things happen in game forums, too.
8. I don’t think they are enough. I hope to see more user-generated contents.
The power of social media is to turn one-to-one communication into many-to-many,
and UGC plays the key roles for this end. By making game-related contents
themselves, players are no longer just receptors of information; they are creators, so
that they are part of the game.
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 97 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 92 like EA and Ubisoft hosted on-campus game trials before, and they posted notices on Facebook. When you come back, Facebook is still the place to share photos or videos. Forum is another place I like, but it's more mature. It usually offers more serious information, and popular among hardcore players. 5. Twitter. Twitter is limited in length, and it doesn’t support pictures or videos, which is inconvenient. It’s more like a gateway that leads users to other destination sources. 6. I pay average attention most of the time. But of course, if my favorite game is going to be launched, I’ll focus more on it. But usually it’s the information on social media comes to me. 7. As I said, companies would host various events on Facebook, either online events or real events. Blizzard has its annual BlizzCon party, and holiday card design contest; EA hosts game trials on school campus. I like the idea, although I seldom participate. Discussion is another form of engagement, so to speak. On companies’ Facebook pages, there are always ongoing discussions about their games, although they are very long. Same things happen in game forums, too. 8. I don’t think they are enough. I hope to see more user-generated contents. The power of social media is to turn one-to-one communication into many-to-many, and UGC plays the key roles for this end. By making game-related contents themselves, players are no longer just receptors of information; they are creators, so that they are part of the game. |
