Formula One bosses know the series is still "so far" from rival sports in terms of social media despite registering a huge increase in followers during 2017.
This month F1 reported a 54.9 percent rise of followers across Facebook, Twitter, Instagram and YouTube, following a big social media push from the sport's new owners Liberty Media in 2017. That made it the fastest-growing sport on social media for the whole year.
Despite the encouraging numbers, F1 bosses are under no illusions about the scale of the task at hand. Former Williams technical boss Pat Symonds, who joined the group working under F1 sporting chief Ross Brawn to help define the series' future direction, knows the good work of 2017 is just a start.