RSS LinkedIn Google Plus

Call us: 0800 014 9884

WWE and The Rock get cooking on social media


Wrestler-turned-actor Dwayne ‘The Rock’ Johnson made a surprise appearance on World Wrestling Entertainment’s flagship broadcast Monday Night Raw this week – sparking a social media frenzy in the process.

The 38-year-old’s announcement that he will be the guest host of WWE’s main yearly show Wrestlemania, made live on the programme, prompted Twitter to go over-capacity on Monday, something Mobile Marketing Watch credited to the way in which Johnson and WWE used social media promotion during the actual broadcast.

“Johnson himself was largely responsible for whipping up the social media frenzy. For the first time in WWE programming history, a superstar’s personal Facebook page was promoted live during the broadcast. For Johnson, the social media plug brought his WWE return full circle,” the website said.

Follow The Rock

Launched to coincide with his return to WWE programming, Johnson’s Twitter account has subsequently generated over 100,000 followers since its inception. And, as of 09:00 on Wednesday February 16th 2011, ‘Dwayne Johnson’ is on page two of Twitter’s @trendingtopics account, having spent a healthy 24 hours on page one.

The successful launch of Dwayne Johnson’s social media accounts can be attributed to two main factors: WWE and television in general. Since his return, both Johnson’s Twitter and Facebook accounts have been heavily advertised on the WWE website. Secondly, the vast majority of tweets on Johnson on Monday night were made while Monday Night Raw was still on-the-air, suggesting that real-time social might just have replaced the telephone when it comes to telling friends – and strangers – to change the channel to something they just have to see.

(And for those wondering: as of right now, The Rock follows no-one.)

Wrestling with Social Media

The return of The Rock isn’t the first time WWE has jumped into the ring with social media. A recent report from Mashable examined the company’s online strategy, and interviewed WWE executive vice president of digital media Brian Kalinowski, who revealed they intended to target popular websites where its fans are “nesting” rather than draw them to the WWE.com homepage.

He said: “People are spending somewhere between 60-70 per cent of their time on no more than three or four sites. The rest of the time, they’re going off, finding and discovering, but then they’re going back to those sites.”

It was on Facebook, one of WWE’s targeted “nests”, that word of The Rock’s return on Monday night spread. The message, posted on Johnson’s fan page just hours before Monday Night Raw, was simply: “…FINALLY…Get ready… DJ”. When he did finally appear to close the programme, viewership had increased by almost one million in anticipation.

Keeping the story going on screen and off

With WWE being, in a sense, fantasy storytelling, social media offers distinct advantages as a promotional tool to keep people involved when the cameras stop rolling. Mr Kalinowski comments that the company uses social streams to “augment our storylines…we can continue the story that ended on Monday night and carry it through to the next Monday night”.

It makes perfect sense. Wrestlers’ accounts aren’t the same as a spoof account for, say, Don Draper from Mad Men. WWE doesn’t operate under the same dynamics as television drama and cannot be afforded the same narrative luxuries. But it is scripted entertainment, just in real time, and it is completely understandable that the moment the television is turned off on a Monday night fans wonder what these characters are up to at that moment. After all, if wrestling and its larger-than-life characters are to be presented as ‘real’, surely its stars should be accessible 24 hours a day just like the rest of us?

Twitter and Facebook give WWE a way of plugging storytelling gaps and maintaining interest during its ‘off-time’. This is why wrestling promotion has so much potential teaming up with social media.

Written by Michael Thornton

March UK search market: Google halts Bing’s recent rise Wednesday 8th of April, 2015by James Riches Google’s UK search market share rose for the first time in five months during March. Elsewhere, Google announced some key developments and lots of us searched for Jeremy Clarkson news.

More on this story »

Bing implements one small change and one big change Tuesday 14th of April, 2015by Dan Moores Over the past week, Bing has implemented two changes. One appears to be directly influenced by Google, while the other demonstrates independent thinking and creativity.

More on this story »

April UK search market share: Bing revival stutters again Tuesday 5th of May, 2015by James Riches Bing’s mini-revival in the UK search market appears to have stalled, with data from StatCounter Global Stats showing a second consecutive monthly loss.

More on this story »
theEword - 15 hours ago

Hello. Is it a #PPC role you're looking for? #digitaljobs > http://t.co/SQzjYynAsx http://t.co/xazdfafVRV

Reply Retweet Favourite
theEword - 19 hours ago

Want more #conversions on your website? Read our top 5 things you should be testing #CRO > http://t.co/GDSjWNUwYF http://t.co/ZZaWQeOIRZ

Reply Retweet Favourite
theEword - 20 hours ago

What’s the real purpose behind onsite content and why is link building still important? http://t.co/p2ypmuuccd

Reply Retweet Favourite
theEword - 2 days ago

What lessons can content writers learn from Hollywood? http://t.co/81qjLuYWJl http://t.co/2YMlpB1kRP

Reply Retweet Favourite
theEword - 2 days ago

Over a month on from #mobilegeddon - have you tested whether your website is mobile-friendly? http://t.co/QazinKOslm http://t.co/kvLkOKN1fZ

Reply Retweet Favourite

Five tips: how to write clear web copy Thursday 2nd of April, 2015by Dan Moores A lot of web copy is unclear and needlessly complicated. It can actually damage your sales because it helps no-one. Here are five ways to make your web copy clear and engaging.

More on this story »

Google joins theEword to demystify digital marketing Monday 27th of April, 2015by Andy Williams Google joined us to help dispel some common marketing myths at our Discovering & Demystifying Digital event held in Manchester's Northern Quarter. Find out more.

More on this story »

Who loves theEword

Who loves theEword Who loves theEword