DARLINGTON, SC (WMBF)- Darlington Raceway is gearing up for its biggest weekend of the year when NASCAR rolls into town next week. Like many stops on the NASCAR circuit, Darlington is trying to stop attendance from dropping, while at the same time convincing a newer, younger generation of fans to come to the track.
One way to do that is through technology.
"If we don't do it through social media then how else are you going to do it," Darlington Raceway PR Director Dennis Worden said. "It used to be website, it used to be television and radio but now its social media."
About a year and a half ago, Worden said the need for an emphasis on social media was so great it opened up a new position on his staff.
"It's consumer marketing but it's also very heavy on social interaction via Facebook, Twitter, Pinterest, and all those avenues," Worden said.
Social media can help bridge the gap between the older die hard generation of race fans and the up and coming fans who could help the sport grow in the future.
"Young children and teenagers, that's how they communicate and we understand that," Worden added.