"Hamilton's status as a superstar is also due to social media"

In his column for Formule1.nl, Tung describes how much the sport has changed in the past ten years. At the time when Bernie Ecclestone was still in charge, Formula 1 was very much stuck to television contracts and all the footage of a grand prix that came out in a different way was disputed. Teams and drivers shielded themselves as well.

Formula 1 can no longer do without

According to Tung, Hamilton was one of the first to realise the added value of social media. "Lewis Hamilton owes his superstar status not only to six world titles, but also to his presence on social media. He was one of the first to be active there, immediately saw the power of the platforms".

In the meantime, it is impossible to imagine Formula 1 without social media. The organisation itself, but also most teams and drivers try to be as visible as possible on the internet, which makes their sponsors less dependent on a good result during the race.

Tone of social media changed

For many drivers the tone of the social media reports has changed in recent years, according to Tung. Whereas at first they were mostly light-hearted messages and movies from their usually luxurious lives, now they take a more social stance. Hamilton is again one of the first examples of this.

"What strikes me lately is that Hamilton posts much less about his private life. He is now much more committed to social issues. He uses social media more and more as a social platform and less for private use."