Drivers Larson, Karam Discuss Brand-Building Via Social Media

Up-and-coming drivers Kyle Larson and Sage Karam yesterday during the closing session of the '14 NASCAR Motorsports Marketing Forum in Las Vegas shared some thoughts on how they are using Twitter, Instagram and other social media to grow their brands. Karam, who is competing in the Verizon IndyCar Series for Target Chip Ganassi Racing, said, "I found in my experiences that fans and people that don't know you, they want to see behind-the-scenes stuff and they love visual stuff. If you just put a tweet out saying, 'At the track,' you might get a few favorites or retweets. But then if you show them a photo at the track in your garage with your engineers, it gets so much more interest."

Larson, a NASCAR Sprint Cup Series competitor also with Ganassi, added, "Drivers interact with other drivers (on social media) a lot in a good way and they'll get into each other on the racetrack. ... That gets fans really involved."

See more in today's issue of THE DAILY.