That’s not really the case, but it will seem that way to the average UFC fan.
The UFC has a widget on their homepage that displays the latest tweets from UFC fighters. If you look closely, you will see a tweet from BJ Penn that links to a photo gallery promoting this weekend’s Strikeforce card:
MMA NEWS “Image Gallery: Strikeforce Fedor vs. Werdum Media Workout” on BJPENN.COM: http://ning.it/bmzDe0
Here is how this happens. BJ Penn has a blog on his website, bjpenn.com . His blog contains a lot of press releases, and some of those press releases come from the UFC’s competition. I am sure BJ could care less about a STRIKEFORCE press release, but will have them posted in an effort to get more MMA related content on his website. This type of content will drive more traffic and create a higher page rank in search engines. In order to get more attention to his blog, BJ Penn links his blog RSS feed to his twitter account. What does that mean? Every time he creates a blog post, his twitter account will automatically be updated with a link to the blog and all 46,956 (as of 6/24/2010) of his followers have direct access to the blog URL.
Because the UFC promotes UFC fighter twitter accounts on their homepage, BJ Penn’s tweets will appear on UFC.com , and, inadvertently, the UFC and BJ Penn help promote this weekends STRIKEFORCE card.
Gotta love the world of social media!