By Dean
Reller
Thousands of years
ago, man invented fire. It’s said
that later that day, he invented barbecue.
Fire, while feared at the racetrack, is a valuable tool that we overlook
its value. We cook, build,
manufacture and control with it to make nearly everything we have. Conversely, we destroy, dismantle, burn
or injure things with it as well.
Controlled, it is one of the greatest tools that mankind has. Uncontrolled, it can be one of the most
destructive things we’ve ever discovered.
Flash forward in time
and we have something not quite as spectacular, but a very similar type of tool
that mankind has created. It’s
called Social Media. That comes in
several different forms, but can be used to create as well as destroy. The only problem with this tool is the
successes or failures aren’t as immediately visible. As a race promoter, that being a track,
driver or fan, it is one of the greatest things to come along in years. The ability to interact is
immediate. A person can find out
not only who won, but can see pictures and videos just seconds after it
happens. People can congratulate,
thank and celebrate great moments in a person’s life very freely. Racetracks and teams can use this
positive engagement to promote races and race teams can generate excitement and
build fan bases. Not really thought
of as a tool, like a wrench or a screwdriver, it’s very important for racing and
its value is literally, virtually un-measurable.
However, the flip side
of the coin and like that of fire, social media has the ability to destroy and
dismantle. Negative thoughts and
comments on social media can be very destructive causing damage that could also
be virtually un-measurable.
Recently, it was reported that negative fallout due to social media,
partially contributed to a racetrack’s failure. Although there was more than one factor
that was to blame, it was certainly an eye opening moment that some thoughts and
comments posted through social media could do that. A bad night at the racetrack
happens. Things break, stupid
things happen and once in a while it seems that everyone is out to get you. As a race official and media member over
the years, I can personally attest that you sometimes have one of those nights
where you wished it rained and you could just go home. Fortunately, those days are few and far
between and the good days always outnumber the bad.
I’m not advocating
people to just post positive only comments, but I caution everyone to consider
choosing their words carefully.
Comments posted are virtual, but the people who read them are human. One character flaw to humans is that we
make mistakes. In retrospect, a
split second decision that happens during a race happens all the time. There are no do-overs or replays, it
happens and it happens quickly.
Comments and reactions are equally as quick and social media magnifies
them. So I caution people to take a
breath before posting critical comments.
Much like that other tool (fire), let’s use social media to light the way
and not get burned.
Photo credit: Scott Searcy/Cricket Prints
Photo credit: Scott Searcy/Cricket Prints