Despite your personal issues with the guy (and you're certainly not alone when it comes to distrusting Dana White), he's not necessarily incorrect here. It's hard to evaluate the impact twitter had in the marketing world, but it is easy to see how it created new ways for brands to engage with their customers. Large success cases like Comcast or BA, and the fact that there's virtually no startup launching without a Twitter presence today to engage with their audience are good indicators of Twitter's impact.

I suspect twitter's given Dana and the UFC a huge vehicle to engage with people whenever they're not putting on events. It lets fighters, promoters, and the audience engage 100% of the time bi-directionally, and not just once every 2 or 3 weeks when the UFC is on the TV.