Dana White and the Power of Social Media in Sports
White was always a natural fit for social media, but it was hooking up with Amy Martin and the Digital Royalty firm that really crystallized his "Man of the People" online strategy. From Fast Company:
"Whether they be individuals or corporate brands, we help them build their influence online, measure it, and monetize it," says Amy Martin, CEO of Digital Royalty. "We don't build websites, we don't build mobile apps--we build a universe around their brand through social media."
For example, to promote a UFC match, president Dana White and Digital Royalty decided to tweet his phone number to some 4 million followers on Twitter, asking fans to give their picks on that event's winners. Soon, the cell was ringing off the hook with rabid fans from around the country eager to talk shop with White.
It's hard to think of an executive in sports who is willing to take the time to do this, although White admits it's something he's interested in. This kind of outreach not only builds a brand, but loyalty as well and protects him from criticism or reproach. It's just a small part of how he's able to drive a wedge between himself and the media with the fans in between.