Are Lotus still leading the social media race?

Last year I conducted a poll here on this very blog asking the fans which team they thought had embraced social media with open arms and used it to its full capacity. I also did plenty of research and wrote an article of my own, the conclusion? Lotus were 'bossing it' (as one fan so aptly put it on Twitter) in terms of fan interaction and insight, but are they still out front? 

The answer, in short, is yes but a number of teams are catching them up. Read on to see why.

(c) Lotus F1 Team

When looking solely at the use of Twitter - in my opinion - Lotus has stepped back slightly. The Enstone based squad still interact well with fans and give the best insight into the workings of a Formula 1 team, but it seems to be less frequent. However they have continued with their race weekend hash-tags which are brilliant (some are genius, others not so much). They may have dropped back in the Twittering stakes but they have really embraced other forms of social networking.

One example is through Pinterest. Some teams have decided to go the mainstream route with Instagram and so have Lotus, but they have also picked up on Pinterest which effectively has the same purpose. It's a relatively new phenomenon for Formula 1 and Lotus use it to perfection, sharing images and editing them too with stunning results.

Facebook is another site which they use well, posts are not as frequent but they don't have to be. They also show their personality by sharing pictures and memes, alongside using their two drivers and their unique characteristics to the maximum (i.e. Kimi Raikkonen). I even saw a snap of them distributing choc-ice memory sticks around the paddock earlier in the year, whoever thought of that needs a high five.

Creativity is key here. Whereas it was previously about showcasing the brand at the track, teams are now representing and shaping the brand identity on the web and how they use the tools mentioned in this post is key to making them stand out, be different and individually gain a fan base. Lotus are perhaps the most creative within their PR and communications team and more teams are branching out and trialing new ideas which is great to see.

I must say that this does reflect in the number of fans and followers that they have on these websites. However I would also say that teams can't join every social network site out there, they have to pick which ones to use as otherwise the quality of using them will decrease. I would rather just having a team on the basics (Facebook, Twitter, YouTube and Google+) than not getting much from those due to focus being more on other things.

More recently, YouTube has become the new "it" thing for teams to use and embrace. Whereas they used to neglect the site, now more focus is being put into producing high quality videos. Lotus used this recently to reveal their promotional tie-up with Daft Punk for the Monaco Grand Prix. They released a series of short clips with no real description or title, building anticipation. At the end they then added them all together to reveal the true reason; that in my eyes is how it is done.

(c) Lotus F1 Team

Teams also opened this up to fans when uncovering their 2013 cars. The likes of Sauber, Lotus and McLaren all streamed their car launches online which is great for the fans as they get to see it for free alongside hearing the driver and teams thoughts. There was a time where fans didn't get to see the new cars until magazine or newspaper launches days after.  It really gives fans better access, which I think we all appreciate. Speaking of Sauber, they have also stepped up the video stakes with a number of interesting series - most recently their Cutaway Insights feature. Caterham also produce a frequent behind the scenes video alongside other uploads which really help promote F1 to the masses.

However that is continually being restricted by FOM. Whilst the Formula One Management group cannot remove videos uploaded by teams, they can to everyone else. If someone - for example - uploads a video of Kimi Raikkonen's final two laps of the Monaco Grand Prix on board, then it is almost immediately removed from the site due to copyright. If F1 was to open its eyes and see how a site like YouTube could be used to promote the sport, then it could gain a huge number of fans. They obviously don't see that, not yet anyway although over the Monaco Grand Prix weekend Bernie Ecclestone did hint at free online streaming (which would be an awesome addition in my view).

Series like DTM and IndyCar have really brought people closer to the action thanks to the video streaming website. The former show the races live on YouTube which is a great addition despite some recent events being pretty processional. IndyCar let their drivers to really come out of their shell and show some personality, Josef Newgarden and James Hinchcliffe are probably two of the funniest guys in motorsport and I only came to notice it thanks to the IndyCar channel (I definitely recommend giving it a visit). If Formula 1 set up their own channel and did things like that, I think we would all see a new and fresh side to the sport.

(c) johnnyjohnsen

Swiss based Sauber have really picked up and switched on their use of Google+. It is a relatively new platform but one that is building in numbers. From my experience with using it, the midfield squad are always interacting and sharing posts on there as well as commenting on posts from other people. It's all about interaction and the new platforms are certainly helping with that. Most of the teams are on the site now but the progress is relatively slow due to the dominance of Twitter and Facebook.

On the flip side you have Toro Rosso. Whilst their Facebook page is informative, it is relatively bare and they don't even have a proper Twitter account (just the "Toro Rosso Spy"). They look to be tagging along with their parent team Red Bull's social media use but adding an account like that would hugely benefit them for building a fan base. I personally think they have a weaker fan base due to the distance that they are putting between themselves and the fans. Red Bull Racing contrast directly with this point because they are embracing new forms of networking and their interaction and sharing is top notch, close to Lotus but not quite nabbing first place.

Like the team that they currently (but not for much longer) supply their engines to, Ferrari are pretty dismal with their interaction between fans. Their twitter account is pretty average and bog standard, there’s not that special or friendly feel that you get with some others. They are also not too keen on Facebook and have not broadened their horizons like some of the other teams. A shame seeing as they have such a big fan-base.

What makes up for Ferrari’s downfall is their lead driver Fernando Alonso’s use of Twitter. In my view he uses it (pretty much) perfectly because it is insightful, funny at times and shares his personality without being completely intrusive on his life. Jenson Button is similar and they both interact with fans from time to time. Actually someone who does the latter is Giedo van der Garde, as well as Charles Pic. 

And for your information, there are just a handful of drivers not on the social network site. Kimi Raikkonen doesn’t care for that kind of stuff and his good friend Sebastian Vettel agrees. Despite this, most of the drivers are good on Twitter and Facebook and a few of them have picked up instagram. This photo sharing website gives a good insight into the life of an F1 driver although you could say tweeting a picture works just as well. Hamilton is an avid instagramer (not a word I know, should it be?) but they are mostly images of him (or his dog, or both himself and his dog). So the site can show a side of a driver that you didn’t see; in Hamilton’s case a bit of vanity. 

(c) Sky Sports F1

This is also evident in broadcasters. Obviously, being from the UK I watch the BBCF1 and Sky Sports F1 coverage. Both have great websites but strangely the former don’t have a twitter account. In comparison the latter have two with their informative main account and their behind the scenes “Insider” which really gives a great behind the scenes look both at the race track and away from it. Due to the success of this, I’m surprised that the BBC has not set up an account for their F1 team. This is especially because not all of their team are on twitter to promote what is going on.

Since my last post on this subject, Caterham, Marussia and Williams have all stepped up in the social media stakes along with Force India. When tweeting these four teams, you are much more likely now to get a response in comparison to last year when most teams were still figuring out how to use it. Not that it is a new tool for them to use, but it takes strategy to succeed in this competitive game. Despite naming those four as "best improved", overall the way social media has improved since my last post has really impressed me. The teams mentioned above also produce some great features which bring fans back to their account or sites along with a more behind-the-scenes look. Sauber have always had a strong social media presence but one thing I would want from them is more posting and tweeting over a race weekend. McLaren continue to be strong in most areas but are perhaps not embracing new media as much, although Google+ is one of the new forms of networking that they have started using.

Whilst this post may not be as in-depth as the previous one, it just highlights the steps that teams are taking to broaden their fan-bases and interact with fans. Making them feel part of the sport is incredibly important, some do it better than others and that will always be the case (just like the racing out on track). However it just shows who needs to step it up (Toro Rosso, are you reading this?) and who needs to maintain their performance.

It also emphasises the need to branch out and try new things. I truly think YouTube us one of the best platforms for Formula 1 and it has only just started to evolve with the sport. Twitter and Facebook are also sites that need to be used with care, to try and establish an atmosphere and feeling with the team. For example Lotus are more comical, whilst some go for a more friendly or informative approach (Mercedes).  I could go on about this for a while and do more in-depth research but I wouldn’t want to bore you all.

With such an evolving and established media moving to the fore, fans are now able to get more and more involved in the sport that they love and that is something special. However it really does depend on personal preference; some people favour more interaction whilst others prefer facts and information. You may think Sauber do a better job, or you prefer the more factual use by Red Bull Racing rather than the mentions from Lotus. 

In conclusion, most of the current teams, drivers and media members do a fantastic job in giving insight into their jobs, roles and the journeys that they go on within a Formula 1 season. It's fantastic to live in an age where we get that access and I truly and fully appreciate that and the effort, work and commitment the teams put in enabling us to see into their world.

I have shared my thoughts on who is top dog in the social media stakes, let me know what you think on Twitter, Facebook or leave me a comment.