Joe Gibbs Racing and Hendrick Motorsports, along with Hendrick’s five-time champion Jimmie Johnson, are among NASCAR's strongest and most engaging users of social media, according to a new social media study conducted by Tuckahoe Strategies, a strategic communications firm.
The study scored drivers, teams and some NASCAR sponsors and partners on a 20-point scale. JGR topped the charts with a Social Media Score of 15 points, followed by Hendrick Motorsports at 14 points and Johnson at 13 points.
According to the study,
“Gibbs' online accounts comprise one of the broadest social media strategies for reaching fans of the sport. The team site, joegibbsracing.com, is up to date with timely features, and the homepage points to six social media platforms, including a mobile app for iPhone, Blackberry or Droid. The team maintains active social media accounts on Facebook, Twitter, YouTube, Pinterest, Instagram and FourSquare. Hendrick also has an active and diverse menu of social media platforms including a mobile app. Gibbs' social media score bested Hendrick's by a single point because of its slightly more effective home page promotion of its social media platforms.”
JGR driver Kyle Busch was among the top five drivers to score points in the study. Johnson, Marcos Ambrose (12 points), Busch (12), Jeff Gordon (11) and Danica Patrick (11) scored highest among 45 NASCAR Sprint Cup Series drivers; JGR, Hendrick, Penske (12), Robby Gordon Motorsports (12) and Roush Fenway (12) collected the top scores among 30 team owners.
In terms of social media reach (the number of audience members, including Facebook likes, Twitter followers, YouTube subscribers, Pinterest followers, Instagram followers and Google+ circles), Busch ranked seventh behind Dale Earnhardt Jr., Johnson, Patrick, Gordon, Juan Pablo Montoya and Tony Stewart. JGR ranked fourth among teams in social media reach, behind Roush-Fenway Racing, Hendrick Motorsports and Stewart-Haas Racing.
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