Twitter is a divisive subject in motorsport. It is easily misunderstood, with Bernie Ecclestone a prime example, but if used correctly can be a powerful tool that engages fans and has commercial benefits for the teams.
It's easy to dismiss social media as a technological fad, but it's not about hashtags or trends, it's the audience they represent. The best use of Twitter isn't to patronise the #bestfans, nor is it for a driver just to let the world know that their breakfast that day was particularly satisfying. The real benefit lies somewhere in the middle, with different parts of the sport taking on different roles.
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