Formula 1 is growing at an impressive pace on social media but the sport still has a massive amount of catch-up to do to rival other high profile sports, says F1 specialist Pat Symonds.
Liberty Media heavily promoted F1's presence last year on the various digital platforms such as Facebook, Twitter, Instagram or Youtube which resulted in improved engagement from the fan community and spectacular growth of its digital metrics for 2017.
Former Williams tech boss Pat Symonds, who joined Ross Brawn's team of specialists in charge of steering the sport into the future, insists it's still very much early days however when it comes to F1 and social media.
"When you read it, it looks like good news but in reality, we are nowhere," he said last week when speaking at the MIA's Entertainment and Energy-Efficient Motorsport Conference.
"We're so far behind. If you just look at Facebook, Mercedes are there at over 10m against 95.5m for Barcelona Football Club.
"We're nowhere in F1. It's the same with the drivers. Lewis [Hamilton] has four million followers on Facebook while [Real Madrid footballer Cristiano] Ronaldo has 11.8 million.
"We have so far to go in these areas. At least we're aware of it now. Prior to Liberty taking over, I don't think this crossed Bernie's mind at all."
F1 commercial boss Sean Bratches says Liberty is "encouraged by the growth in audience numbers across linear and digital platforms".
"Central to our efforts last season was to improve the fan experience across our platforms and it is encouraging to see the engagement that fans around the world have with Formula 1 media.
"Our work continues as Formula 1 fans will see material changes in 2018 with respect to both incumbent experiences and the creation of new ones. It is a good time to be a Formula 1 fan."
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