Social media mega-blog Mashable sits down with Dana White to find out how he’s so successful at using the internet to reach out to the fans. His answer: twitter, twitter, being honest, twitter, and did I mention twitter?
Much of the UFC’s commitment to social media outreach comes from White himself, an avid Twitterer. In order to bring his organization up to speed, White hired PR firm Digital Royalty to teach the fighters how to properly use social media. He gave the fighters a simple instruction: “I want you to Twitter your asses off,” recalled Amy Martin, Digital Royalty’s founder and CEO. Digital Royalty ran a one-on-one boot camp with the fighters, churning out 200 new media mavens over the course of three days. After the boot camp, fighter education is still an ongoing effort. “We’re constantly doing one-on-ones with them,” Martin said. “They also have my personal email address and mobile phone number.”
In addition to education, Martin helps orchestrate a real-time “behind the scenes” look at the fighters preparing for a match, video blogging their outlook on the fight. A guest fighter live-tweets from the official UFC account during each event. All this gives die-hard fans as much interaction as they can possibly handle. “The volume is pretty intense,” she said.
Not that the UFC does a shitty job with facebook, youtube, and it’s website, but here’s hoping someday Dana White widens his social media obsession past Twitter and making people hoof it to his location like dogs being called for dinner.