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109
12. It’s hard to say. I guess it should b social media, since more and more games are
online now. But traditional media channels are equally important. At least I first
noticed Call of Duty: Black Opts through billboards on the street.
13. I feel like companies nowadays use social media just because they are in the trend.
The information on social tools is not different from that on news sites or other
channels. So I don’t think companies are using social media effectively.
14. Probably social media will become more powerful in the future, and will take more
responsibilities for game marketing. But that depends on players’ behavior. For me, I
don’t really care about the channels; content and information should be the focus.
15. I don't see any trend in particular.
16. Like I said, I think companies should offer different stuff on social media, rather than
use them as another traditional media channel. Otherwise, why would players bother
to switch?
17. See the previous question.
Company Interviewees
#1: Chan Lim, intern, Wonacott Communications
1. Yes
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 114 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 109 12. It’s hard to say. I guess it should b social media, since more and more games are online now. But traditional media channels are equally important. At least I first noticed Call of Duty: Black Opts through billboards on the street. 13. I feel like companies nowadays use social media just because they are in the trend. The information on social tools is not different from that on news sites or other channels. So I don’t think companies are using social media effectively. 14. Probably social media will become more powerful in the future, and will take more responsibilities for game marketing. But that depends on players’ behavior. For me, I don’t really care about the channels; content and information should be the focus. 15. I don't see any trend in particular. 16. Like I said, I think companies should offer different stuff on social media, rather than use them as another traditional media channel. Otherwise, why would players bother to switch? 17. See the previous question. Company Interviewees #1: Chan Lim, intern, Wonacott Communications 1. Yes |
