Zyngaon Social Media
Zyngais one of America’s best known social gaming companies. The firm,best recognized through two of its leading games Farmville andCityville, has employed social media in different ways to generateprofits. The firm’s main products which happen to be social gamesare played for free online and thus attract human traffic whichadvertisers can target at a fee thus generate revenue. Additionally,revenue can be generated when players seek to quickly advance throughthe various levels by purchasing points using real world currencies.Additionally, players can gain the points by seeking help from theirfriends in social media.
Until2012, the firm has been in a partnership with Facebook that allowedFacebook players to play the game on Facebook. Players could thus buypoint through the Facebook credit or other means. While this optionwas mutually beneficial to the two firms in that it attracted trafficand advertisers for the two brands. This shows that Zynga’s use ofsocial media is directly linked to the overall organizationalstrategy which is to get people to play the game hence the immediatebenefits. This is the sort of control that Pokorski says that firmsadapting a social strategy as opposed to a digital strategy must bewilling to cede either to customers or their suppliers. In this case,Zynga has no power to control customer acquisition but it allowsFacebook users to do that through inviting friend to play the gamessuch as Farmville.
Itmust however be noted that Zyngas partnership with Facebook was mostbeneficial to Zynga because it gave the firm the chance to acquirenew users. This was possible because Zynga or seek assistance in formof points. This shows that Zyngas used a social strategy model as itdid not seek to befriend Facebook users or communicate marketingmessages but rather helped the users connect and interact on anotherlevel by adding value to their friendship.
Underthe four elements of social media platform, Zynga achieves breadththrough enabling users to reconnect. By signing in to play the gamethrough Facebook, the game could analyse one’s likes in Facebook,friend list among other issues and analyze them. This would thussuggest to advertisers on what sort of commodities to suggest tousers. However, given Zynga was based on Facebook, which is plannedfor a relatively narrow breadth in the sense that only friends onFacebook would play gives Zynga also a narrow breadth where playersplay most with family and friends.
Ondisplay, Zynga has permitted this trough the game itself in form ofthe victuals items displayed. Some users impressed with theirprogress in the game would share such images on Facebook to be seenby others. In other cases, the game would automatically update astatus if permitted to. However, Porskoski notes that responses tosuch display can be either positive or negative. The response to suchdisplay also varies a lot with breadth with people playing a commongame most likely to show positive response. Game players are alsoafforded the wider breadth synonymous with Facebook that allows themto play with acquaintances and be visiting virtual neighbours such asin Farmville. However, this option is rarely used according to datathereby retaining a small level of display.
Onsearch, Zynga borrows the same dynamics from Facebook in tracingfriends and adding new acquaintances. However, Zynga does not add thefunctionality of search beyond what is enabled by Facebook. As such,many users do not feel the need to search for people they do notsearch on Facebook.
Zyngahas facilitated communication through game request and throughseeking assistance from friends. Although the social games provide anadded platform to communicate with their Facebook friends, many usersdid not make use of this opportunity. This shows that willing toduplicate functions already provided for in Facebook in Zynga games.This is what is also observed in the other elements of breadth andsearch.
CarolynHeller Baird, Gautam Parasnis, (2011) "From social media tosocial customer
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Piskorski,M. (2014). asocial strategy: how we profit from social media.New York: Princeton