[ Social Status ]
NYCOLE SCHELE
M
ILLIONS ARE FEEDING their hunger for
drag racing through social media.
NHRA’s content spans every major
outlet, including Facebook, Twitter,
Instagram and Snapchat. Content is
ever-flowing, creative and effectively
branded to represent not only the
sanctioning body, but also the diverse drivers
racing in all aspects of the series. It’s a ton of work
to keep the channels well-stocked and engaging,
and there is one woman who stands behind it
all: Nycole Schele.
“I love getting to work with the teams and bridge
the gap between them and the fans,” says Schele,
who came on board in 2016 and holds the title of
NHRA’s Senior Social Media Manager. “The really
cool thing about social media is that it allows us
to bring NHRA drag racing to everyone. My job
is to make people feel like they’re part of the event,
whether they’re in the stands or at home.”
Schele gathers and prepares much of the con-
tent on her own, with contributions from other
departments within NHRA as needed. She moves
quickly and laughs often but is laser-focused on
doing an exceptional job, day after day.
“I don’t do well sitting still,” says the Arizona
native with a laugh. “On race weekends, I’m run-
ning around like a crazy person 14 hours a day, but
I love it. I get to take the fans behind the scenes,
highlight people and personalities. A lot of the
time, the challenge is just determining what fans
April 2020
really want to see. Content creation should be a
balance of facts and fun. That’s not always easy.”
Another challenge was learning the intricacies
of drag racing. Schele has worked in the sports in-
dustry her entire career, including arena football
and pro rodeo, but prior to her current position,
she’d never seen a drag race.
“I worked really hard to learn the sport as a
whole, including its history and the people who
make drag racing what it is,” she says. “I have to
be knowledgeable about what I’m posting because
I’m putting out content to fans who have been
part of this sport for 60 years. It was absolutely
vital to learn as much as I could so I could do my
job well. I don’t think that ever stops; I’m still
learning all the time.”
Schele has worked feverishly to grow NHRA fol-
lowers and engagement, and she has been pleased
to see the numbers rise steadily. What’s just as
rewarding has been the shift in the community.
“One of the biggest areas of growth has been
that the teams are really embracing social media;
they’re engaging and growing their platforms,”
she says. “NHRA social media relies on everyone
to work together, from drivers and teams to PR
reps. Without them and their willingness to an-
swer my random questions and share content, it
just wouldn’t work. I think that’s what I’m most
proud of, the relationships that have been built.
I know I can count on everyone.”
She admits there are tough days, but Schele
says that in social media, you have to roll with the
punches and not take things personally.
“I try to focus on the positive and just keep
learning. Overall, I love social media because
it brings everyone together,” she says. “Social is
about the awesome stories that are out there, and
I feel fortunate that I get to be the one to share
them.” – K E L LY WAD E
DragIllustrated.com
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