Exclusive: Yas Marina Circuit Director Discusses Benefits of Social Media

By Community | November 6, 2012

Nick McElwee, the Sales and Marketing Director of the Yas Marina Circuit in Abu Dhabi, has outlined the importance of social media in the motorsport industry.

Speaking exclusively to iSportconnect, McElwee said: “Social media is critical for us. It allows you to stay top of mind cost effectively as well as form deeper more meaningful conversations with our audiences.

“Brands these days need to behave like publishers and we are in the privileged position of being able to generate great content.”

In recent years, many major brands and businesses have utilised social media as a way of extending their reach and engagement with customers, but it is acknowledged by McElwee that the content is as important as the frequency of output, saying: “For us it’s important there’s a story around the content and that we are not just spamming the online space.”

Referring to the Abu Dhabi races, for which one was held last weekend, McElwee said “Different segments prefer different platforms, for example UAE Nationals are particularly active on Twitter. The trick for us is to put great content in the right places at the right time and in the right amount!”

Read Nick McElwee full interview here: http://dev.isportconnect.com/index.php?option=com_content&view=article&id=15375&catid=52&Itemid=430