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An update on the F1 social media battle

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An update on the F1 social media battle
Jul 15, 2012, 4:27 PM

The fight for on-track supremacy in Formula 1 is proving as tight and competitive as ever this year but an interesting off-track ‘battle’ to mo...

The fight for on-track supremacy in Formula 1 is proving as tight and competitive as ever this year but an interesting off-track ‘battle’ to monitor from time to time is teams’ efforts to increase their reach in the world of social media.

With F1's outfits' participation in such channels now far more established and widespread than was the case a couple of years ago, the numbers of Twitter and Facebook followers the teams enjoy has continued to increase at a fast rate of knots across the board. Our partner site F1i in France has compiled some research on the subject, revealing some interesting comparisons of the picture across both major platforms compared to 12 months ago.

TEAM TWITTER RANKINGS

All but three of F1’s teams have enjoyed triple percentage increases in followers over the past 12 months, with Ferrari consolidating its lead over McLaren to nearly 100,000 followers.  Mercedes though had the smallest increase of all and is being closed in on for third place by Red Bull – who added around 86,000 followers in the last year – with Lotus a little further back after an impressive 160% increase itself.

Compared to last year, Caterham has moved ahead of Marussia into sixth place while Sauber, likely to be aided by their sudden surge to prominence in the field this year, has posted the biggest percentage increase of all 355% after adding nearly 50,000 extra fans to its account.

Yet, to put the statistics into some context, F1 teams still have quite some way to go to match the biggest English Premier League football teams’ Twitter reach for instance. Arsenal currently lead the way here with a 1.6 million followers ahead of Chelsea (1.1m) and Liverpool (1m) (Manchester United don’t have an official Twitter account, but do have a massive 26 million ‘likes’ on the club’s Facebook page).

TEAM FACEBOOK RANKINGS

Red Bull’s large 12-month growth in Twitter followers extends to Facebook, with the world champion team having usurped McLaren as the most ‘liked’ F1 team on the grid. Ferrari only ramped up its Facebook activities from a low base inside the last year so no percentage comparison is listed, although the Scuderia is already up to third place, while Williams’ own page is also little over a season old. Force India, meanwhile has the fifth most popular Facebook page, whereas on Twitter the team is ranked only ninth.

Interestingly, further research by our colleagues has shown that while it may only have the seventh-highest number of ‘likes' of its official page, Lotus has a very engaged Facebook community. A total was calculated for the number of likes’, comments and sharing on posts appearing on F1 team pages with over 100,000 likes across the Thursday-Sunday period of both the European and British GPs, with a coefficient then worked out by dividing by the number of people able to view the page. As the table below shows, here Lotus easily swept the board at both races.

Ferrari's Facebook presence is not as clear cut or easy to measure against F1 rivals as the F1 programme is not differentiated in the wider Official Ferrari page which has 8,878,330 likes.

 

Remember you can keep right up to date with all the F1 teams' social media updates, along with the latest breaking F1 news from all the main online media outlets, right here in one place on JA on F1 via our new Connect site. Click on the banner below to access.

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