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113
7. I think social media do have contribution to a game’s success, but the influence is
limited and is hard to measure clearly. Marketing is a combination of all channels,
and it’s hard to measure each channel separately.
8. N/A. See question #1.
9. For our company’s social media, we use them to announce news, development
progress, game trailers, etc. Again like I said, our publisher SCEA takes care of all
the marketing work.
10. I’d say it could be efficient if it is used in the right way. But the efficiency also
depends on the different types of games.
11. N/A. See question #1.
12. N/A. See question #1.
13. Good question. But it’s really hard to tell in general. As said before, social media’s
efficiency really depends on different types of games. For example, social media
marketing may be a good choice for MMO games such as World of Warcraft, since
the game itself is an online social environment. But the same thing can’t be said for
other offline games or games that don’t focus on social.
14. See the previous question.
15. It’s hard to say, since social media’s effects vary from game to game. Game
companies are all more or less involved with social media, since they are the trend
right now. But to me, I think social media is more like a few people with loud voice
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 118 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 113 7. I think social media do have contribution to a game’s success, but the influence is limited and is hard to measure clearly. Marketing is a combination of all channels, and it’s hard to measure each channel separately. 8. N/A. See question #1. 9. For our company’s social media, we use them to announce news, development progress, game trailers, etc. Again like I said, our publisher SCEA takes care of all the marketing work. 10. I’d say it could be efficient if it is used in the right way. But the efficiency also depends on the different types of games. 11. N/A. See question #1. 12. N/A. See question #1. 13. Good question. But it’s really hard to tell in general. As said before, social media’s efficiency really depends on different types of games. For example, social media marketing may be a good choice for MMO games such as World of Warcraft, since the game itself is an online social environment. But the same thing can’t be said for other offline games or games that don’t focus on social. 14. See the previous question. 15. It’s hard to say, since social media’s effects vary from game to game. Game companies are all more or less involved with social media, since they are the trend right now. But to me, I think social media is more like a few people with loud voice |
