ESPN ran an article earlier this week about the UFC’s social media presence and its recent incentive programs for fighters to utilize Twitter as a means to publicize themselves. The UFC ranks second only to the NBA among sports leagues in social media presence.
According to ESPN, the UFC has more than 5.8 million followers on Twitter and Facebook. The number does not include individual fighters’ accounts or White’s Twitter followers which is north of 1.46 million followers.
White goes on in the ESPN piece explaining that social media is not only used by the UFC to disseminate information to a target audience but to interact with the audience. The Fighter Summit held last month which unveiled the Twitter incentive program also had a social media education course to assist fighters with using Twitter. One would hope that White attended himself considering some of his Tweets to unsupportive UFC fans. Then again, last week it was reported White was in a twitter altercation with a fan during the TUF Finale.
In addition to its Twitter usage, the UFC’s use of its Facebook fan page to stream prelim fights is another innovation which the UFC hopes will result in future profits. As reported in the Sports Business Journal (subscription required), the UFC looks to increase its PPV revenue via online streaming. As we’ve seen since the initial article came out a couple weeks ago, the UFC is now streaming on its YouTube channel and later this year will stream via XBox Live. Also, streaming via the Internet will help the UFC reach countries like India and China.
Payout Perspective:
The ESPN article retells what most MMA fans know about the UFC. It has used new media to promote fights and fighters. The new Twitter program is innovative and it will be interesting to see how the UFC will award its bonuses. Twitter has its pros and cons. Take the UFC head for example. When White uses Twitter for things like #Hunt4UFC and announces upcoming fights (GSP vs. Diaz), its great PR and engages the fans. When he goes after fighters, media and fans that criticize him, its not good. Moreover, it destroys what the UFC is trying to create – fan engagement.
The UFC’s use of its Facebook page shows the forward thinking of the company as it tries to position itself for a move to increase its PPV profit. Certainly, Facebook is a way for the UFC to reach India and China and create an online viewership. If its able to convert fans to use YouTube, Facebook, XBox Live or its own UFC.tv web site instead of cable operators, it will be able to eliminate splitting fees with the likes of DirecTV and Comcast.
Why do people still criticize Dana White? People like Dana White the way he is. I LMAO when i see him tell off a tool on the internet. Or call Fedor’s management morons. Its why he has 1.4 million follows. Its what has made him a celebrity himself and the face of the UFC. He has an honest, take no shit approach to business and that just happens to be the way he in out of business. People will either take or it leave it. Even if he was “professional” people wouldnt like him. You can never please everyone so why be a fake and be in the same position? Keep in mind Dana is appealing to the same Demo the UFC does. Young males. The young demo doesnt want to see “suits” telling you what you want to hear. Dana gets a lot of attention being the way he is and none if it has ever hurt the UFC. In fact it only thrives from that attention. As long as he stays away from gay, racial, and other type of remarks there is really little he cant do that people care that much about that can have a negative impact, IMO.
BSmash,
I think you make fair points. However, I think some of the “suits” are the mainstream sponsors that the UFC desires. I do think that most sponsors are fine with Dana going after the likes of Bloodstain Lane and criticizing judges (e.g., 30-27 in Munoz-Maia). But, if White sees the UFC on par with leagues like the NFL, he’ll have to reign it in a little. You don’t see Roger Goodell going after opposing views. Even with the contentious labor negotiations, the most he’s done is an op-ed piece in the NY Times. Even Vince McMahon has restrained himself (for the most part) since the WWE’s gone public.
I agree that he needs to stay away from the gay, racial, etc. slurs…In fact he’s had to deal with it this week with Joe Rogan’s comments. And his statement, or lack thereof was criticized.
” Certainly, Facebook is a way for the UFC to reach India and China and create an online viewership.”
Whatch you talkn about Willis? In China Facebook and YouTube are blocked!
It’s good that MMA AND UFC now getting some attention..
Cruz
Dana has said they dont need mainstream Madison Ave sponsors. Now i know he would say this wether he believed that or not. But i tend to believe him. The UFC works with what they have. If they can get more money they just increase the budget which includes raising fighter pay among other things. I believe that for every big sponsor Dana may(there is no proof Dana ever cost them a sponsor) turn away another company will take their place. If Dana and the UFC really wanted Mainstream sponsors as bad as people seem to think. Wouldnt they have watered down the fights making them less “graphic”? After all that is why most sponsors have stayed away. They think the sport is to dangerous and new and large Corps are scared to align themselves with such a contraversial sport. If Dana and the UFC keep attracting the young demo and keep growing the fanbase then All major sponsors will come to the UFC. Not the other way around.
I agree with you about other leagues such as the NFL and NBA. But keep in mind these guys dont have to draw attention to their sport. Their sport is already at the top. Those guys job is to manage the sport. They have every single sports show on every type of media covering them. They dont have to address some issues as the media does it for them. The media defends them against fans, bad referees, etc. The UFC doesnt have that. So Dana does it in his own way and most of the time people like him more for it.