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14. I think it will keep growing, and may even become the major media outlet for games.
But again, companies should do better than what they are doing now.
15. First I think social media will merge. Now we have Facebook for social life, Twitter
for quick messages, and YouTube for videos, but they may become one in the future.
This new social platform will be a perfect place for games, since it offers everything.
Second, I think social media may become the place for game playing. It looks like
Zynga, but more complicated: Zynga only offers simple game apps based on
Facebook, but technologies like cloud-computing may even allow social media to
carry more serious games like Call of Duty. Social media will be a channel for
services like OnLive, linking player terminals and the game servers.
16. Game companies should use social media’s power to engage players, makes one
always connected, and let them be part of the game. Encourage more user-generated
contents, rather than official materials.
17. Don’t just use social media as another ordinary media outlet; don’t flood meaningless
information just because it’s convenient.
#2: Christian Natividad, USC graduate student, communication management
1. My usual sources for videogame-related news are blogs such as Kotaku.com and
Joystiq.com. I find that these sites do a good job of posting pertinent news items.
Beyond that, I sometimes check online publications like 1up.com or G4TV.com.
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 99 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 94 14. I think it will keep growing, and may even become the major media outlet for games. But again, companies should do better than what they are doing now. 15. First I think social media will merge. Now we have Facebook for social life, Twitter for quick messages, and YouTube for videos, but they may become one in the future. This new social platform will be a perfect place for games, since it offers everything. Second, I think social media may become the place for game playing. It looks like Zynga, but more complicated: Zynga only offers simple game apps based on Facebook, but technologies like cloud-computing may even allow social media to carry more serious games like Call of Duty. Social media will be a channel for services like OnLive, linking player terminals and the game servers. 16. Game companies should use social media’s power to engage players, makes one always connected, and let them be part of the game. Encourage more user-generated contents, rather than official materials. 17. Don’t just use social media as another ordinary media outlet; don’t flood meaningless information just because it’s convenient. #2: Christian Natividad, USC graduate student, communication management 1. My usual sources for videogame-related news are blogs such as Kotaku.com and Joystiq.com. I find that these sites do a good job of posting pertinent news items. Beyond that, I sometimes check online publications like 1up.com or G4TV.com. |
