Research into the Facebook pages of the Formula 1 drivers and teams that finished in the top 10 following the Australian Grand Prix has found that Jenson Button had a 28.13% increase in engagement from fans in the period from 16 – 19 March 2012, while team Marussia topped the teams with a 1.46% increase in engagement.
The research from Socialbakers found that despite the level of engagement, Button only has 664 Faceook fans, compared to Lewis Hamilton, who has 1,157,145 fans, but did not have any increase in engagement.
Similarly, despite having the highest engagement level, Marussia has the lowest number of Facebook fans at 2,791, compared to Mclaren which had 465,572.
Jan Rezab, CEO and co-founder of Socialbaker, said: “McLaren and Red Bull dominated Formula 1 in 2011, and this looks set to continue this season. In addition to this, the two teams have three previous World Champions between them. Given this, it is unsurprising that the McLaren and Red Bull teams are attracting both fans and engagement on Facebook.
“If the teams want to use their already popular Facebook pages to full effect, regular, unique and rich content will continue to encourage engagement. For global brands such as Red Bull and McLaren, this brand visibility is invaluable. Both teams and drivers can create a two-way dialogue with consumers and sports fans using social media, which not only benefits the teams such as McLaren, but also benefits the sponsors of the team, such as Vodafone and aigo.”