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9. On social media like Facebook or Twitter, I don’t expect much. Most of the cases, all
they offer is just news headlines with links. Video is good, though, since Facebook
can directly play videos.
Although Facebook and Twitter aren't great places to post UGC, they are efficient in
keeping me updated on what’ going on in other places, since you can’t focus on many
places at the same time. Also, they are good places to talk about these content.
On forums, I expect everything, since I can find almost everything there. But since
forums are for mature players, I’d look for insightful game reviews or discussions.
10. Forums, since they can provide everything. The only problem is that, like I said, most
forum-goers are hardcore players. Maybe that’s not a good place for light users.
11. Still Twitter. It’s limited in both length and format, and therefore can't really give
useful information. Although it provides links, it’s useless; I can go directly to these
links in the first place.
12. I think it’s social media. In fact, online forum is already doing that. Now many
forums already support users to connect with their Facebook or Twitter profiles, thus
strengthening the social capability.
13. I don’t think game companies have maximized social media’s power. Most of them
still use social media with no difference than a billboard. I’d say social media has
much more potential, if companies can spend more efforts in engaging players with
meaningful contents.
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 98 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 93 9. On social media like Facebook or Twitter, I don’t expect much. Most of the cases, all they offer is just news headlines with links. Video is good, though, since Facebook can directly play videos. Although Facebook and Twitter aren't great places to post UGC, they are efficient in keeping me updated on what’ going on in other places, since you can’t focus on many places at the same time. Also, they are good places to talk about these content. On forums, I expect everything, since I can find almost everything there. But since forums are for mature players, I’d look for insightful game reviews or discussions. 10. Forums, since they can provide everything. The only problem is that, like I said, most forum-goers are hardcore players. Maybe that’s not a good place for light users. 11. Still Twitter. It’s limited in both length and format, and therefore can't really give useful information. Although it provides links, it’s useless; I can go directly to these links in the first place. 12. I think it’s social media. In fact, online forum is already doing that. Now many forums already support users to connect with their Facebook or Twitter profiles, thus strengthening the social capability. 13. I don’t think game companies have maximized social media’s power. Most of them still use social media with no difference than a billboard. I’d say social media has much more potential, if companies can spend more efforts in engaging players with meaningful contents. |
