Social media monitoring plays a vital part in the sales of UFC pay per view. By using social media websites like Facebook, Instagram, and Twitter the promotion is able to create buzz for upcoming fights. By utilizing the video feature of these social media sites, the UFC can upload highlight videos of fighters that will be fighting soon. Not only that, but countdown shows are uploaded on websites such as YouTube in order to expose the fights to an even larger audience. Discussions between fans are then started, and the viewers now have an avenue to express their opinions on whether the fight will be good or bad.
Social Media monitoring has also allowed for fans to directly change certain decisions the promoter has made. For example, a fighter by the name of Mikey Gall was stated to walk into the fight to the song "Hey Mickey" by Toni Basil. The promoter Dana White decided to change the song, saying that it was distasteful. However when fans found out about the change a social media campaign started to reinstate the previous song, as they felt it would be perfect for the fighter to come out with this song. Due to pressure from the fans online, Dana White allowed for Gall to use the entrance music he chose and in turn created even more buzz for his fight.
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