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99
#4: Hanxun Zheng, USC graduate student, electronic engineering (former employee
at a Chinese game company)
1. First I read game magazines such as “Ultra Console Game,” a Chinese game
magazine. General portal sites such as www.gamespot.com is also my preferred
source. I also go to online forums like bbs.saraba1st.com.
2. I follow various companies or game titles on Twitter, Facebook, YouTube,
and bbs.saraba1st.com.
3. I follow them because they sometimes offer incentives like lotteries on these media.
4. No one is the best to me. I don’t think game companies are doing a good job with
social media. They only use them to throw out information. I still think the portal
website is the habitual place for many players for game information, but it’s not a
social media outlet.
5. Like I said, no social media outlet is being used in a satisfactory way. But if I have to
choose, it’s Twitter. Twitter is too limited, and doesn’t even support pictures. And
most companies just flood my screen with too much information. Tweets are too
overwhelming and verbose.
6. No difference for me. I’d pay average attention to general discussions on various
social media. In fact, the information comes to me. But I would first go to portal sites
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 104 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 99 #4: Hanxun Zheng, USC graduate student, electronic engineering (former employee at a Chinese game company) 1. First I read game magazines such as “Ultra Console Game,” a Chinese game magazine. General portal sites such as www.gamespot.com is also my preferred source. I also go to online forums like bbs.saraba1st.com. 2. I follow various companies or game titles on Twitter, Facebook, YouTube, and bbs.saraba1st.com. 3. I follow them because they sometimes offer incentives like lotteries on these media. 4. No one is the best to me. I don’t think game companies are doing a good job with social media. They only use them to throw out information. I still think the portal website is the habitual place for many players for game information, but it’s not a social media outlet. 5. Like I said, no social media outlet is being used in a satisfactory way. But if I have to choose, it’s Twitter. Twitter is too limited, and doesn’t even support pictures. And most companies just flood my screen with too much information. Tweets are too overwhelming and verbose. 6. No difference for me. I’d pay average attention to general discussions on various social media. In fact, the information comes to me. But I would first go to portal sites |
