Page 101 |
Save page Remove page | Previous | 101 of 121 | Next |
|
small (250x250 max)
medium (500x500 max)
Large (1000x1000 max)
Extra Large
large ( > 500x500)
Full Resolution
All (PDF)
|
This page
All
|
96
10. Blogs are the best tool for social media in that it still has a sense of editorial
management. It has the potential for comprehensive coverage that twitter or facebook
would lack.
11. Twitter and Facebook would be inefficient for the kind of news I want from social
media. They do fine as quick message posts but I seek comprehensive coverage.
12. Both traditional and social media have strengths in game coverage. Formerly,
traditional media were the outlets for publishers and developers to release information.
As new media has risen, developers and publishers are increasingly more comfortable
reaching out to upstarts such as kotaku.com or even smaller oerations. The more this
happens the more unnecessary sites like G4TV.com become.
13. I think the social media strategies companies utilize are fine. I don’t think that is
where they necessarily need to focus on before they have other things in order.
Perhaps work on digital distribution first.
14. As far as social media’s relevance to games, it will need to grow if there are certain
developments in the industry. If the mobile sector of the industry continues to grow
and more gamers come to play apps on their smartphones, then the sheer number of
titles will swarm available spaces for coverage, new media or traditional. Digital
spaces that will show user feedback or aggregate scores for the thousands of new
games will be needed if gamers are to navigate through the clutter.
15. See question 14.
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 101 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 96 10. Blogs are the best tool for social media in that it still has a sense of editorial management. It has the potential for comprehensive coverage that twitter or facebook would lack. 11. Twitter and Facebook would be inefficient for the kind of news I want from social media. They do fine as quick message posts but I seek comprehensive coverage. 12. Both traditional and social media have strengths in game coverage. Formerly, traditional media were the outlets for publishers and developers to release information. As new media has risen, developers and publishers are increasingly more comfortable reaching out to upstarts such as kotaku.com or even smaller oerations. The more this happens the more unnecessary sites like G4TV.com become. 13. I think the social media strategies companies utilize are fine. I don’t think that is where they necessarily need to focus on before they have other things in order. Perhaps work on digital distribution first. 14. As far as social media’s relevance to games, it will need to grow if there are certain developments in the industry. If the mobile sector of the industry continues to grow and more gamers come to play apps on their smartphones, then the sheer number of titles will swarm available spaces for coverage, new media or traditional. Digital spaces that will show user feedback or aggregate scores for the thousands of new games will be needed if gamers are to navigate through the clutter. 15. See question 14. |
