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95
2. I don’t usually follow any games or game companies using social media. I don’t
follow companies or publishers to that extent unless they offer an incentive such as
free DLC or some kind of pre-order bonus.
3. N/A. See question 2.
4. N/A. See question 2.
5. N/A. See question 2.
6. I do pay attention to particular social media presences insofar as they have a game-related
incentive whether that is monetary or in-game bonus. Usually this would
happen before the release of a game.
7. Efforts on social media that would pique my interest are ones that incentivize
participation. For example, to promote Red Dead Redemption, RockStar Games had
potential consumers vote on which bonus items should be included with which pre-order
retailers. It was simple and the payoff for participating was indirect but
consumers were not only exposed to the tile alone but game elements as well.
8. Unfortunately, more and more often, game companies are relying on increasingly
elaborate efforts when engaging gamers. Online scavenger hunts or impossible goals
are set up to motivate gamers. Perhaps, companies are overestimating the amount of
new media activity gamers actually use.
9. Since y usual source of information on games and developers are blogs, I seek news
most on social media. That is, if you were to categorize blogs as social media.
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 100 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 95 2. I don’t usually follow any games or game companies using social media. I don’t follow companies or publishers to that extent unless they offer an incentive such as free DLC or some kind of pre-order bonus. 3. N/A. See question 2. 4. N/A. See question 2. 5. N/A. See question 2. 6. I do pay attention to particular social media presences insofar as they have a game-related incentive whether that is monetary or in-game bonus. Usually this would happen before the release of a game. 7. Efforts on social media that would pique my interest are ones that incentivize participation. For example, to promote Red Dead Redemption, RockStar Games had potential consumers vote on which bonus items should be included with which pre-order retailers. It was simple and the payoff for participating was indirect but consumers were not only exposed to the tile alone but game elements as well. 8. Unfortunately, more and more often, game companies are relying on increasingly elaborate efforts when engaging gamers. Online scavenger hunts or impossible goals are set up to motivate gamers. Perhaps, companies are overestimating the amount of new media activity gamers actually use. 9. Since y usual source of information on games and developers are blogs, I seek news most on social media. That is, if you were to categorize blogs as social media. |
