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As has been the trend in the last few years with drivers, NASCAR will be taking more steps towards social media.
"Obviously between digital and social media, it's the new medium to develop that deep relationship with our fans and communicate with them," France said. "So we will be taking a very, very active role, already are, and not just us but the rest of the industry. This is one of these things where the industry has come together on many things, but this is an important one where the industry is working together—the teams, the tracks, NASCAR and so on—to formulate the right social media strategy, the right digital media strategy for the future."
Many NASCAR personalities have already embraced the social media angle, becoming popular on the social media site Twitter.