Formula One as a whole has been rather lethargic to embrace the enormous power of the Internet as a medium for communication, instead relying on the traditional methods of printed press and television to spread its message. Now though, as the sport moves into its seventh decade of racing, F1 and its media is finally waking up to the potential of the Internet, and beginning to exploit its power.

2009 might not have been the best of years on-track for McLaren, but it was nevertheless leading the way in F1's Internet revolution, through its well-received use of the micro-blogging website Twitter. Nicknamed @TheFifthDriver, the Twitter page offers fans a behind-the-scenes view of McLaren and Formula One, by posting pictures, insights and regular updates about the Woking-based team's operations at the factory and at the race track. The team's drivers also occasionally drop by to greet their fans. Late last year, just before announcing the news to the media, @TheFifthDriver confirmed the signing of world champion Jenson Button to its thousands of Twitter followers, making it the first ever Twitter driver announcement.

The recently-concluded Shorty Awards brought some well-deserved recognition to McLaren's efforts, with @TheFifthDriver coming ninth in the sports category, the highest-ranked motorsport page. The awards honour the best Twitter accounts in various categories through user votes, with the top six finishers in each category going through to a final round where a category winner will be selected based on their quality of service.

Despite the disappointment of missing out on the final, the team was happy with the progress of its social networking project. Matt Bishop, McLaren Group Head of Communications & Public Relations, said: “We're very pleased that Vodafone McLaren Mercedes' @TheFifthDriver Twitter page has come ninth in the Shorty Awards for Best Sports – and we're especially happy that it was the highest-ranked motorsport Twitter page of all. But, more importantly, our social networking journey to date has been a fun, positive and rewarding experience. Twitter has brought us closer to our fans – and our fans closer to us.”

Doing even better in the awards was McLaren's eShop Twitter page, @McLaren_eShop, which is currently placed second in the customer service category, thereby qualifing for the category final. @McLaren_eShop is a sister account to @TheFifthDriver, and keeps fans in the know with updates, pictures and insights, while also running the occasional competition.

In recent times, the Williams team has followed McLaren's lead by joining Twitter, with press officer Claire Williams posting frequent updates and pictures through her @ClaireVWilliams account. Most other teams are also on Twitter but are still lagging behind McLaren in terms of quality and quantity of service.