Lotus Race to pole position in Formula One social media ranking

The first ever index ranking Formula 1 teams according to social media performance has been launched – Lotus top the league, ahead of Williams and Red Bull who claimed second and third places respectively.

Launched ahead of the opening Grand Prix in Australia this weekend, The F1 Social Media Index is a league table of the 11 teams involved in the 2013 FIA Formula One World Championship, ranked according to the best use of social media by their official club channels.

Published annually, the table is compiled by measuring the performance of each team based not just on an algorithm, but research from a team of nine people who looked at eight social networks, as well as a panel of four judges who presided over the results.

The F1 Social Media Index, produced by PR and social media agency Umpf with partners William Hill, was four months in the making. It follows the success of the sport.socialmediaindex.co.uk, which earlier this year set a benchmark of social media success in sport.

Amy Byard, Social Media Account Manager at Umpf said: “Lotus achieved fantastic engagement rates and can be praised for their unique tone of voice.

“The output of behind-the-scenes content seemed to resonate with their followers and was hugely influential in creating such high engagement figures.”

Michael Sheehan, Social Media Customer Experience Manager at William Hill, said: “Lotus F1 Team are deserved winners of the Formula 1 Social Index, they have mastered the art of being clever, witty, interesting and most importantly, engaging.

“The key to Lotus’ success seems to be that they deliver content that isn’t shown on television or printed in the press. Instead, they show behind-the-scenes footage and information that fans want to see, which clearly resonates with their passionate fan base.”

Lotus Race to Pole Position in Formula One Social Media Ranking