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Formula 1 Using Twitter Effectively & With Purpose

By on Mar 17, 2012 in Blog, Consulting, Web Solutions |

Formula One is known as the most technologically advanced form of motorsport. While people will argue over the type of racing they enjoy, F1 has a remarkable history of making specialized technology common ground.

And now, they’re making good use of Twitter. What? Twitter?

When was the last time you scrolled through your Twitter feed and didn’t wonder, “why post that info?” Twitter was originally designed as a shorthand blog distribution mechanism. Today, there are one point seven gazillion people telling people about their laundry, dinner plans, and and simultaneously racing to gain followers. Really?

Formula One is using Twitter to share ongoing strategy with their fans. And while they’re obviously careful to avoid sharing “secrets” that may give away an advantage over other teams, the information they’re sharing helps viewers better understand the sport and that’s a good thing.

The F1 organization itself is using Twitter as anyone might: Lewis Hamilton Q&A: It’s a fantastic start to the season: Time and again, McLaren have proved they can bounce ba… http://bit.ly/w74QsF

It’s the teams themselves that are making the most of this terrific communications tool:

Scuderia Ferrari ‏ @InsideFerrari

Felipe went on track now on a new set of Softs

Scuderia Ferrari ‏ @InsideFerrari

Felipe is coming in: no improvement in his position and he is out of Q3

The drivers are a more varied bunch. Ferrari’s Fernando Alonso has 82,700+ followers, but only five tweets.

Jenson Button has 815,000+ followers and tweets all the time, with his recent total topping1,400. The same is true for other drivers, with many sending out updates and direct messaging each other throughout the course of a race weekend.

Overall, this form of exchange makes the drives and teams more “human” for fans and journalists alike. Most importantly, it’s an instant or nearly instant form of communication. Want to know why Ferrari are struggling so far this year? Alonso may not tell you, but the team itself will. And that’s pretty cool.