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104
I’d say Twitter is the least efficient in this regard. I think Twitter is more for posting
opinions and seeking information, rather than for mutual communication among
people. At least with games, it’s less useful than Facebook. But portal sites like
www.ign.com offer even more comprehensive information. Therefore, I think forum
is a better choice.
6. I go to these game forums and Facebook pages everyday.
7. Yes. Rockstar often organizes online gaming parties on Facebook; EA and Ubisoft
would host new game trials on campus—they also make announcements via
Facebook.
8. Game companies that use social media would more or less organize various events.
9. Usually I seek feedbacks on new games or walkthroughs, game solutions.
10. Definitely forums. Neither Facebook nor Twitter is able to offer long articles with
pictures, such as game intros or walkthroughs. And like I said, forum is the best place
for communication among players.
11. Twitter. The length limitation and the lack of pictures can’t tell much on a game.
12. Personally, I prefer social media. Compared with traditional media, social media
allows players to be part of the communication. For example, players can use rating
system to rate a game, post their opinions, and even release their own walkthroughs
and game videos. And people can also quickly share these contents with others.
13. Game companies are not doing a very good job in maintaining their official forums.
These places are used more for things like reporting bugs, etc. I think the third-party
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 109 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 104 I’d say Twitter is the least efficient in this regard. I think Twitter is more for posting opinions and seeking information, rather than for mutual communication among people. At least with games, it’s less useful than Facebook. But portal sites like www.ign.com offer even more comprehensive information. Therefore, I think forum is a better choice. 6. I go to these game forums and Facebook pages everyday. 7. Yes. Rockstar often organizes online gaming parties on Facebook; EA and Ubisoft would host new game trials on campus—they also make announcements via Facebook. 8. Game companies that use social media would more or less organize various events. 9. Usually I seek feedbacks on new games or walkthroughs, game solutions. 10. Definitely forums. Neither Facebook nor Twitter is able to offer long articles with pictures, such as game intros or walkthroughs. And like I said, forum is the best place for communication among players. 11. Twitter. The length limitation and the lack of pictures can’t tell much on a game. 12. Personally, I prefer social media. Compared with traditional media, social media allows players to be part of the communication. For example, players can use rating system to rate a game, post their opinions, and even release their own walkthroughs and game videos. And people can also quickly share these contents with others. 13. Game companies are not doing a very good job in maintaining their official forums. These places are used more for things like reporting bugs, etc. I think the third-party |
