Jared Roy, president of Risdall Integration Group, said the fastest growing segment for those sites is Gen-X, the 35- to 50-year-old markets.
“It’s not only the college kids and teenagers; everyone is involved with it,” Roy said. “It’s a very cost-effective way to create more outreach for sponsors.
“Not only are they getting the eyeballs on the TV, but also a lot of eyeballs on the social networking sites.”
Roy said the only thing he would recommend, though, is that the drivers communicate on the sites rather than a PR representative. Although it’s not feasible for the driver to respond to every comment or e-mail, Roy believes the driver’s voice and personality should be visible.
