Ever wonder why Dana White spends so much time on Twitter?

Well, during an early-morning guest appearance on NBC’s “Late Night with Jimmy Fallon,” the UFC’s head honcho explains “the power or Twitter.”

In the video clip, White shares a story about how he showed a marketing professional how the social-networking service allows him to connect with fans in a way never previously possible.

White, who has more than 1 million people following his account, is famous for giving away UFC tickets and merchandise, sharing his globe-trotting adventures, “Tweeting” breaking news, and interacting (and sometimes blasting) fans on his account. He even Tweets from cageside during events.

Check out this video

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