The F1 Social Media Index, a league table of the 11 teams involved in the 2013 FIA Formula One World Championship, has been created by William Hill and Umpf.
The project didn’t just see Umpf measure the performance of each team based 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, with Lotus taking the top spot.
Williams and Red Bull claimed second and third places respectively.
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.”
Amy Byard, social media account manager at Umpf, praised the unique tone of voice of Lotus and its “fantastic engagement rates”, referencing the behind-the-scenes content by the brand.