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 ✋🏾🤚🏾
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 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.
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