Inside NASCAR's social media command center

09/25/2013 | USA Today

NASCAR officials use real-time tracking to keep tabs on how many online mentions they're getting from minute to minute during races, a strategy they say helps them deliver a better experience to racing fans. "We use a metaphor that it's like an empty swimming pool filling with data; and as you get more water in the pool, you will be able to dive deeper on analysis and insight," says Sean Doherty, director of digital and social media engagement at NASCAR.

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