Navigating the Future of Social Media in Motorsports: A Conversation with Ashley Keller

On behalf of the UNOH American Marketing Association, we were delighted to host a virtual speaker session with Ashley Keller, a Trackside Communications representative who manages social media for Team Chevy in the NTT Indycar series. During this insightful and interactive session, Ashley discussed her professional journey, the challenges she faces working with different Motorsports governing bodies, and the future of social media in this fast-paced industry.

Ashley Keller has established herself as a prominent figure in the world of Motorsports communications. In her current role, she is responsible for creating and distributing engaging content for Team Chevy across various social media platforms. With her deep understanding of the industry, Ashley has been able to craft compelling narratives that resonate with both die-hard fans and newcomers to the sport.

One of the primary challenges Ashley faces is working within the bureaucracy of different Motorsports governing bodies and navigating their respective TV deals. These agreements often impact the type of content that can be created and distributed on social media platforms. To overcome these hurdles, Ashley emphasized the importance of building strong relationships with the key players in the industry, understanding the intricacies of each organization, and staying up-to-date with the ever-evolving regulations.

During her talk, Ashley also addressed the future of social media in Motorsports and the challenges posed by the shrinking attention spans of modern audiences. She stressed the need for creative and captivating content that quickly captures the viewer’s interest. To achieve this, Ashley suggested experimenting with new formats, such as short-form videos, live streams, and interactive elements, to engage audiences and provide them with immersive experiences.

A critical aspect of social media management is understanding if the content truly resonates with the target audience. Ashley shared that an engagement ratio of 1-3% is generally considered a good benchmark for success. To achieve this level of engagement, she recommended focusing on three primary factors: consistency, authenticity, and relevance. By delivering a steady stream of genuine content that speaks to the interests of the audience, Motorsports teams can build strong connections with their fan base and grow their online presence.

Ashley Keller’s virtual talk provided valuable insights into the world of Motorsports communications and social media management. Her experience and expertise highlighted the importance of understanding the industry’s unique challenges and the need for innovation to keep audiences engaged. By embracing change, Motorsports teams can harness the power of social media to connect with fans and cultivate lasting relationships.