Head of Caterham F1’s communications, Tom Webb, gives us five hints on how to creatively master the art of social media for a Formula 1 team.
- Be open: use social media to open the doors to your world and don’t be afraid to show behind the scenes. Formula 1 is about glamour, excitement and passion, but it is also extremely hard work, grit, sweat and determination, and social media allows you to show that side of our sport as well.
- Be honest: the ‘Twittersphere’ will see straight through disinformation and spin, and your credibility will disappear very quickly.
- Have a sense of humour: yes, F1 is a serious sport, a technical showcase and a platform for billions of dollars of investment to be showcased. But don’t forget that it’s also a human sport, and not taking yourself too seriously all the time is important.
The ‘Twittersphere’ will see straight through disinformation and spin, and your credibility will disappear very quickly.
- Don’t be afraid to surprise: sometimes an opportunity arises to show something your social media audience would not expect. Perhaps posting current-season telemetry sheets is overstepping the mark somewhat, but using social media to go on a virtual tour of your garage is inclusive, entertaining and, frankly, cool for most Formula 1 fans.
- There is a line: it’s easy to take the comments you receive online to heart, both positive and negative, but you have to remember that there is a line that cannot be crossed, no matter how much you might want to bite back at a particularly vociferous critic.
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