Dwayne Johnson – The Rock

Introduction to Dwayne “The Rock” Johnson

Dwayne Douglas Johnson was born in May 2, 1972 in Hayward, California to his parents Ata, and Wayde (Rocky). Johnson moved around growing up, he spent time in New Zealand, with his mother’s family, moved to Hawaii in the 10th grade, then moved to Pennsylvania where he started playing football in the 11th grade. Given his size, there was little doubt Dwayne would be able to play football. His current stature, 6’5” 260lbs. Johnson received multiple scholarships and division one offers, but decided to attend the University of Miami on full scholarship. He won the National Championship with the school in 1991, and was eventually sidelined due to an injury. The injury didn’t stop Dwayne from getting his education, graduating in 1995 with a Bachelor degree in criminology and physiology. After he graduated, Dwayne joined the Calgary Stampeders in the Canadian football league, where he was later cut two months into the season.

After getting cut by the Calgary Stampeders, Dwayne began his wrestling career, following in the footsteps of his grandfather, and his father, Wayde “Rocky” Johnson. Dwayne wrestled in the World Wrestling Federation from 1996 to 2004 and again from 2011-2013 and will occasionally make appearances. This is where Dwayne earned his nickname “The Rock”, and was highly touted as one of the greatest wrestlers of all time. Dwayne wrote an autobiography “The Rock Says” and was number 1 on the New York Times Best Sellers list on its debut, in 2000. The Rock’s acting career also got started in the early 2000’s with his first leading role, The Scorpion King where he made $5.5 million. Dwayne has been in tons of other films since, and was the highest paid actor in 2016. Dwayne was listed in Time magazine, top 100 most influential people and was also Muscle and Fitness “Man of the Century”. Dwayne Johnson keeps a high appearance and values. He’s always been kind, and genuine to everyone, he motivates people to do their best. He works hard for everything, constantly is learning and adapting. He’s passionate and all around one of the most inspirational men alive. He also just announced he was “seriously considering” running for president in 2020.

Social Media Presence Overview:

The social media accounts Dwayne Johnson uses are:


Dwayne “The Rock” Johnson created his Twitter account in February of 2011. He currently has 12.3 million followers, while following 179 people, has 20.3K tweets, and 127 likes. The Rock is very active on twitter. The majority of the media he shares are links and videos, along with photos from time to time. The media posts are often advertisements for his own brand, or his newly released movies. He is constantly interacting with fans who tweet at him in regards to his movies, or anything else related to him. He also tweets numerous times a day.

Dwayne’s interaction with fans, and how active he is on twitter, promotes his brand positively. He uses different hashtags, most commonly based on his movies (for example #JUMANJI), in order to promote not only his own tweets, but his movie as well.



Dwayne Johnson currently has over 58 million likes, and 57 million followers on his Facebook page. Facebook, for a lot of celebrities, is the most used social media account, as they also post most of their tweets, their Instagram posts, as well as posts which are unique to Facebook. His about page has a link to his website Project Rock, along with a short quote by Vince Lombardi. Dwayne shares posts on Facebook multiple times a day, with the pictures and videos. There are not a lot, if any, posts of only words. Dwayne receives a collection of likes, shares and comments for all of his posts. However, he does not personally respond to any of his fan interactions on Facebook.



Symbolic and full circle. 18yrs ago when I first broke into Hollywood, I knew nothing about acting or the business of Hollywood. Nothing. The only thing I knew and was 100% committed to was surrounding myself with good hard working people and the hard work I was willing to put in with my own two hands. I wanted to win, but I was willing to fail, because I knew that my effort was the only thing I could always control. And if I got my ass kicked and failed but gave great effort, I’d always come out the other side a better man. Here we are today, 18yrs later… these same two hands (with more callouses) touching this symbolic cement. My heart is full of GRATITUDE for my family, loved ones and everyone on my team who touches this with me. I’m a very grateful man. And we’re just getting started… #HollywoodWalkOfFame #StarCeremony #TwoHandsPhilosophy ✋🏾🤚🏾

A post shared by therock (@therock) on

On Instagram, Dwayne Johnson has 97.3 million followers, 187 followings, and 3,258 posts. The Rock does post very frequently on Instagram, posting at least daily, occasionally 2-3 posts per day. He posts a lot of videos, as well as pictures. On average, The Rock receives anywhere from 1 million to 2 million likes on his pictures, and also anywhere around 1 million to 2 million views on his videos, with the occasional tone that gets 3 million or more. There are roughly 2,000 to 5,000 comments on his posts as well, with Dwayne actually replying and interacting with his fans. The video he shares are usually movie related, whether it’s the trailer for his upcoming movie, or an interview that promotes his movies. On the contrary, his pictures are more personal, typically pictures either of him with friends and family, or pictures of his daughter.



The Rock created his YouTube channel November 24, 2005, and currently has 2.6 million subscribers, and 97 million views. Seven Bucks digital studio is produced and published on Dwayne’s YouTube channel, that includes different YouTubers, celebrities and The Rock himself, every Tuesday. Each video receives around 40,000-60,000 views with the occasional video receiving 100,000+. Another series on the YouTube channel is “The Rock Files” which is posted every Friday and is either a vlog, or behind the scenes content which allows viewers to get to know the Rock on a more personal level. The most viewed video on Dwayne Johnson’s channel, with over 16 million views,  is “The Rock Reacts to His First WWE Match: 20 YEARS OF THE ROCK”, which was posted last year. Although he does not respond to the comments on his videos, it gives the fans a chance to interact with each other.

Project Rock:



Project Rock is Dwayne Johnson’s website he created for his own personal brand. The website is very bare, it lists his social media links, a quote from The Rock about hopes and dreams, and the projects he is running. There is no posts, or an area for comments or other fan interactions. The first project Dwayne Johnson launched was the “Project Rock Bag”, a bag with the Project Rock symbol. The second project is “The Rock Clock”, an app available on both the apple store and the google play store. The app is marketed as a motivational alarm clock, with exclusive daily messages from Dwayne Johnson himself, 25 custom alarm tones created by Dwayne Johnson, and “Rock Time” which syncs with Dwayne’s alarm. A video is linked on the website to advertise the Rock’s projects. There are two more projects that have not been announced, but do say coming soon. Although there is not any social interaction, Project Rock is a great image for Dwayne Johnson’s brand.

Summary of Social Media Analysis

Dwayne Johnson is very active across all of his social media platforms. All of his posts are positively promoting himself and his brand. Most of his posts are unique depending on which platform, however, there are posts that get shared over multiple different platforms. His posts and interactions are constant throughout, with not many irregularities in his posts, giving people exactly what they expect, without the content becoming stale.

Digital Footprint:

When searching for “Dwayne The Rock Johnson” on Google, the first thing that comes up is the quick bio that comes up for every celebrity. This bio contains pictures of Dwayne, a link to his Facebook page, the beginning to the a Wikipedia page about him follows by the link to get to the page, videos, his movies and TV shows, along with frequent searches associated with Dwayne.

The first websites that show up are his social media accounts; Facebook, Twitter and Instagram, followed by his IMDb page, which is often what people are looking for when they search Dwayne on Google, The first real article posted about him is a CNN article where they release information posted by Dwayne saying he and his girlfriend, Lauren Hashian are expecting their second daughter together. However, this article just has a brief paragraph on the two as it is part of a 25 part slideshow of celebrities expecting in the new year. The next article that comes up is a Vanity Fair article where they talk about Dwayne’s success, with Dwayne commenting how he does it.

“It’s hard work and gratitude, you have to be focused, and you don’t come to the table with an ego. Once you reach a level of success, it’s about never taking anything for granted and showing gratitude. I am lucky to surround myself with smart people who are willing to take risks and willing to fail with me. I don’t have all the answers, and they’ve helped me. You also have to believe in yourself. When you start doubting yourself and start being someone else, things won’t work.” – Dwayne Johnson to Vanity Fair on December 7, 2017

There is no surprise to Dwayne’s success, as evident in his digital footprint. He’s come from nothing to one of the richest people in the industry, while maintaining the same characteristics that got him there. Dwayne is always in the news for good news, and always has had model characteristics which keeps his perfect image and brand untarnished.

Commendations and Recommendations:

Dwayne is doing almost everything right across all his social media platforms. He posts frequently, and often interacts with his fans. The best aspect of his social media is his YouTube channel. The unique content he posts is unlike that of any celebrity. It gives you a chance to get to know The Rock more personally instead of only knowing what you read or the other social media posts you see. The videos he posts on his other social media accounts are always cool videos to entice you to watch his movies.

The only thing I would change if I was Dwayne, is how he only interacts to fans on certain platforms. He does to reply or interact with his fans on his Facebook, along with his YouTube channel, leaving a substantial amount of fans not interacted with since not everyone uses Facebook or Instagram. It doesn’t need to be all the time, interactions for even 5 minutes after posting would not only make his fans happy, it would make them try to see his content as soon as possible, trying to become one of those lucky people Dwayne responds to.

When someone says the word rock, we no longer think of “the solid mineral material forming part of the surface of the earth and other similar planets, exposed on the surface or underlying the soil or oceans” because of his perfect image and branding, we think of Dwayne Johnson



Case Study #4 – Post Malone


The celebrity whose twitter profile, Facebook page, and Instagram account I will comparing and contrasting is the musical artist Post Malone. Post Malone is a 22-year old rapper, singer, songwriter, record producer and guitarist who grew up in Grapevine Texas. Post Malone started becoming known when he dropped his debut single in February of 2015, and his career really took off in December of 2016 when he released his debut studio album “Stoney”, which went platinum, and reached number four on the U.S. Billboard 200. He is most recently known for his single “Rockstar”, which was released less than two months ago, reached number one on the U.S. Billboard Hot 100, and also is the first single from his upcoming album “Beerbongs & Bentley’s”, which currently has no release date. Post Malone has a large fan base for being a fairly new artist, especially on social media. Post Malone’s Facebook page, https://www.facebook.com/postmalone/, currently has 1,139,975 likes, and also 1,157,107 follows. Post Malone’s most active social media account, Twitter (@PostMalone) currently has 1,941,600 followers, while only following 2,210. Post Malone joined twitter in October of 2012, and currently has a total of 7,185 tweets. Although he is most active on twitter, the social media with the most following is his Instagram account, @PostMalone. On Instagram, Post currently has 4.4 million followers, while only following 563. He currently has 590 Instagram posts.



Post Malone’s least used social media account is his Facebook, @postmalone, where he posts once a day, if at all. His profile picture is his singe “Rockstar” cover picture, and his cover photo is a close up of hide nose, eyes and eyebrows. Under the about tab is the link to his website postmalone.com, and also how his single “Rockstar” was #1 on the Billboard Hot 100. He usually posts articles, pictures, or videos on his Facebook. There was also no likes on his page. The pictures on the Facebook were already the ones posted on Instagram. I would make the Facebook page more unique, instead of reusing the posts already made on his other social media accounts.


Post Malone’s most used social media account is his twitter account, @PostMalone. His profile picture is a picture of him wearing a crown, smoking a cigarette, and holding a sword. You can’t get much better than that. His banner image is a picture of his newest single “Rockstar” cover. In his bio it says “Stoney is available everywhere” with his location “somewhere with Jazzy Eff” and a link to his website postmaloneshop.com. His tweets usually get a lot of attention. His most recent viral tweet was “whoever uses a shotgun in CoD ya moms a hoe” which received 130K retweets and 375K likes. His other tweets are mostly words but will occasionally post a funny selfie of himself. The majority of his tweets are written by him, but does have some occasional retweets. His twitter receives a lot of love, as he uses it exceptionally well. He hasn’t responded too much to his fans responses and tweets, but that’s very difficult to do since he receives so many tweets.


On Instagram, @PostMalone posts fairly regularly. His profile picture is the picture from his most recent, and first album “Stoney”. The album cover I a picture of him with an orange background. The picture of him on this orange background is also somewhat orange, with everything else being black. In his bio, he has his name listed as “Posty” and also has “#Stoney available everywhere, PostMaloneShop.com”. His bio is exactly what you expect from an artist, advertisement for his most recent music, as well as a link to his merchandise website. According to websta.me, Post Malone has a total of 8,877,833 likes and 84,226 comments, over his last 20 posts for an average of 443,892 likes, and 4,211 comments per post. His most liked photo was posted exactly a week ago today, a picture of himself in a white, buttoned down shirt, holding a Bud Light. This post currently has 831,573 likes, which is almost double the average over his past 20 posts. This post is also his second most commented post, with 10,218 comments, which is more than doubled his average comments. Looking through his posts, the more pictures he posts of himself, the more likes he will receive. The audience reactions to his Instagram posts are all extremely positive. More than 99% of the comments on his Instagram posts are positive.


Post Malone is most successful on his Instagram account. It has his most followers, and receives the most likes and comments of the other two, Facebook and twitter. His most appealing social media account is twitter. He uses it the most out of the three, and it is by far the most entertaining. He posts pictures, and he tweets very funny things which go viral.

Case Study #3: Blog Analysis


Travel with Nano B. (https://travelwithnanob.com/)  is a travel, food, and lifestyle blog written by Nano. Travel with Nano B was launched in 2015, and averages more than 150,000 annual views, with the majority of her audience being in the United States, Japan, Singapore, Australia and the United Kingdom. Nano, a 32 year old woman living in Tokyo, is a freelance writer, photographer, and photo consultant, while also working full time. Nano also sometimes contribute to the travel column on the Huffington Post, as well as a few other Japanese blogs.


The layout of the blog is very simple, which makes navigating very easy. The homepage is black with gray lettering, which makes the picture heavy home page pop with the variety of colors.The photography used is outstanding, as the author takes her own pictures. Food, flowers, and tons of different travel pictures make up most of the home page. There is also a disclaimer on her website saying: “I strive to provide only truthful reviews. Unless specifically stated, none of the posts are sponsored or solicited. All opinions, texts and pictures are my own and are provided for informational purposes only. I will not be liable for any errors or damages by making use of this information. Should you want to use any content, please ask for permission first and give credit if permission is granted. © Travel With Nano B. 2017”, which shows she really cares, and enjoys what she writes, and what she does.

There are seven headings at the top, which break down into subheadings. The headings are: “Home”, “About Me”, “Destinations”, “Luxury Dining”, “Lifestyle”, “Contact/Work with Me”, and “My Travel & Photography Service”. You can either click on the heading itself, and it brings you to the main page for the heading, or you can highlight over the heading, and a drop down menu will come up with other subheadings. Each post itself is presented so well. A big title with a nice title picture, a long with multiple well written paragraphs and a ton of spectacular photography.

The author, Nano B, has three social media accounts connected on the bottom of the page; a twitter account, a facebook account, and an instagram account. Also, on the top of the home page, there are quick links for Nano’s twitter, instagram, facebook, pintrest, and tumblr, as well as a search bar which makes navigating that much faster, if you are searching for something specific.

The “about me” page is very in depth about her life. From the beginning, up until now, going over a lot of different details. It gives a good base on who Nano is as a person, and why she does, what she does. She was born in Georgia, no not the state, the country, which is located along the black sea. She talks about her interests, her husband, among with other things.


The content on this blog, is one of the best I’ve seen. All posts grab your attention on the home page, with a nice title, and a fantastic picture. The pictures used look professionally taken, and the best thing is they are taken by Nano herself. When you select a specific blog, they have multiple individuals images, along with the featured image used for the heading. Each page also gives you direct access to share the page/post on either twitter, facebook, or pintrest and also give you the opportunity to email or print out.

Under the heading “My Travel & Photography Service”, Nano offers her travel and photography services for a price. She offers a “Japan Travel Consultation Package” where she goes over and answers any question you have about your trip to Japan, for a $50 fee. She offers a “Bespoke Japan Itinerary Package” where she will plan your entire trip to Japan for you, for a price of $30 per day planned. The last package she offers is the “Tokyo & Kamakura Private Guided Tour” where she will take you around on a tour of up to six hours long, fully customized for your interests, and also ten copies of professional photos, taken by Nano herself, for a price of $350, with a $50 non refundable deposit.


This blog does everything well. There really isn’t anything I would improve, and it is clear as it is working for nano. With 150,000 annual page views, 1,400 likes on facebook, 18,300 followers on instagram, and 1,500 followers on twitter, this blog is clearly doing very well. The more Nano can travel to different places, the more content she would be able to post, making more people visit her page and expand her audience.

The Best TV Show – The Office (U.S.)

The Office (U.S.) is the American version of the far worse, The Office (U.K), which was created by Ricky Gervais and Stephen Merchant. The Office (U.S.) ran on NBC for 9 seasons from 2005 to 2013. The Office is set at Dunder-Mifflin, a paper company in Scranton, PA. The show style is certainly unique. It is filmed as a parody documentary where there is a crew filming all the drama, laughs, and everything that happens in your average office space. Every so many scenes, they would cut to an employee in the conference room, in an interview type recording, and they say a quirky, or hilarious comment about what is happening. Surprisingly, a show about a documentary being filmed in an average office, makes for great television.

The Office is one of the most quotable television shows ever. From the crude humor, to the stupid comments and the snarky remarks, The Office was built to entertain. The everlasting feud between Jim Halpert, and Dwight Schrute, two salesman at Dunder-Mifflin, might just be the funniest part of the entire show. The constant bickering, and pranking between the two never gets stale. Although there were hundreds of pranks pulled, below are the top 10 pranks on The Office, according to watchmojo.com.

The best thing about The Office, aside from the pranks, is how easy it is to connect and relate to the characters, not only the main characters, but the minor characters too. You have Michael, the boss who tries way too hard to be your friend, is not very intellegent and doesn’t do his job. Dwight, the coworker who takes his job way too seriously and is constantly brown nosing the boss. Jim, who doesn’t take his job seriously enough, and is constantly messing around. Stanley, the grumpy coworker who only comes in, does their job, and leaves. Creed, the coworker that no one has any idea of what they do. Toby, the awkward human resources rep who everyone hates and sucks the life out of everything. The constant messing around, the friendships, the hatred, the office romances and the drama of the workplace makes the show that much more enjoyable to watch. The Office is, by far, the best TV show ever made. If you disagree or have never seen the show, I seriously recommend watching it on Netflix, and rethink your opinion.

The official website of The Office: https://www.nbc.com/the-office