The Perfect Social Media Bio

Preparing for the RPM Promoter’s Workshops in Daytona next week, I’ve been doing quite a bit of research. One thing that became quickly apparent to me was that many tracks, drivers and series’ are hard to find on social media.

Many are there. And many are doing a great job.

But you wouldn’t know that if you didn’t already have them as part of your network or see their content being shared by a mutual connection.

The big mistake? An un-searchable bio.

Bios are so difficult to perfect, because they’re so brief. You can’t say much in the 160 character Twitter bio. That’s why it’s so important to optimize the space you do have so that fans can find you easily.

If you take nothing from this post but one single point, it should be this: do not leave your bio blank.

It’s a blank billboard that could be used to point your fans directly to you. If it’s empty, they may not even know you’re there.

Here are a few more tips:

  • Make sure your name is on your profile (not just Twitter handle). If you’re a celebrity, people will likely still find you if you use a nickname, parody or do something like, for example, forget to put the space in between first and last name. The rest of us? Not likely. Make sure your company or racer name is in the name field of your profile, and if it won’t fit there (Jacksonville Speedway, I feel your pain) make sure you include it in your bio.
  • Include your location (like Tri-City Speedway in Granite, IL) so that fans can use the location search function.
  • Think about what your fans would want to know. Do they care more about the type of track you have or the divisions you run? Do they want to know what ticket prices are (or, hint: kids are free!)? Do they need to know your phone number in case of a rain out?
  • Leave some space to make regular updates. You can always add when your opening race is, highlight last week’s winner, link to your other social media profiles or, here’s an idea for you, link to your marketing partner of the week. Sounds like activation, right?
  • Be original.Is there a brief detail that makes your track or team unique? Include it. Want an example? Check out Huset’s Speedway or State Park Speedway. And there’s nothing wrong with it, but I’d advise you to avoid including racing sayings and clichés because they really don’t tell your fans much or help them find you, and they take up precious space.

Want a free critique of yours? Post a link below or email me at and I’ll send you a happy thought or two.


About the author

Kristin Swartzlander Kristin Swartzlander is passionate about applying business sense to racing 'nonsense' in hopes of growing the sport of dirt track racing. She is a business strategist who works with entrepreneurs and small businesses to help them learn how to use public relations, marketing and social media to achieve their goals. Learn more about social media, marketing and racing sponsorship on the DirtyMouth blog.