August 20, 2010
By Rebecca Gladden
Last November, in this column, I wrote an article posing a simple question: "Will NASCAR Have to Put the Brakes on Twitter?".
In that piece, I wrote: "NASCAR has a reputation for tightly controlling its image and the outward flow of information, and Twitter bypasses those control mechanisms." I cited several tweets from driver Denny Hamlin, who joined Twitter in April of 2009, as examples of comments that I felt might cause consternation for the sanctioning body.
In one tweet from last year, Hamlin voiced his displeasure with NASCAR after president Mike Helton announced - in the drivers' meeting at Talladega - that bump drafting through the turns would not be allowed.
Hamlin's Twitter update came just after that meeting and before the start of the Talladega race:
"Suiting up for the race.. Not happy about rule change 1 hour before race time ... Let us RACE."
After the race, Hamlin tweeted, "We signed up to drive our cars ... Not be told how to."
A few weeks later, Hamlin reacted angrily on Twitter after learning that the bump drafting ban had been influenced, in part, by the concerns of driver Jeff Gordon:
"Jeff G told NASCAR we shouldn't be bump drafting ... Cuz they never did in the past ... Who's running this sport??"
At the time, I found Hamlin's remarks brutally honest - if not a little shocking. I wondered if NASCAR officials were monitoring Twitter and whether they would be forced to "put the brakes" on tweeting by outspoken drivers like Hamlin.
After learning that several pro sports issued written policies last year regarding social media use by their athletes, I tweeted NASCAR PR spokesman Ramsey Poston (in August of 2009) and asked whether NASCAR would ever consider limiting or restricting the way drivers used Twitter.
Poston tweeted back, "Absolutely not! Sports is about discussion and debate and should be encouraged -Tweet on."
Ah, but not so fast, drivers. That was then, and this is now.
Recently, Denny Hamlin - the very driver I expressed concerns about last year - was fined by NASCAR, in part for things he'd posted on Twitter (though not necessarily the tweets mentioned above).
Hamlin said that NASCAR showed him "a pretty good logbook of all the negative things I've had to say," adding, "Anybody that follows me on Twitter knows I'm opinionated, and that's what people follow me for, is just for the quotes here or there."
While Hamlin felt that he was simply expressing opinions on Twitter, NASCAR deemed some of his comments too disparaging of the sport. "It is the sanctioning body's obligation on behalf of the industry and our fans to protect the sport's brand," Poston said after news of the fines became public. "Any action taken by NASCAR has nothing to do with the drivers expressing an opinion -- it's focused on actions or comments that materially damage the sport."
Hamlin said he now understands why he was fined, but he expressed frustration at not being able to assert his views as openly as he had in the past. "It's tough for me because I do feel like I want to make things better, and I never really wanted to criticize anyone. I just wanted to voice my opinion and where I think we should go with this sport right now."
Though Hamlin's tweets are much more circumspect now than they were in the past, other drivers continue to post things that may or may not cross the enigmatic Twitter line.
When the 2011 Sprint Cup schedule was released this week, Nationwide Series driver Brendan Gaughan tweeted:
"Wow, NASCAR gives themselves a second date at Kansas ... Anyone really want to go there???"
In just a few words, Gaughan managed to impugn both the NASCAR decision makers and the Kansas Speedway.
As the online world of social networking continues to evolve, I predict that NASCAR will eventually follow the example set by other professional leagues and put clear social media guidelines in writing for all to see and understand.
EDITOR'S NOTE...Insider Racing News attempted to contact a member of NASCAR's PR Department (without success) at least four times to get a comment and / or quote to update this article.
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