I have to say i am really impressed by the efforts the F1 teams have been doing to increase their fans and keep them involved and interested using their online means.
I think this year has been revolutionary for F1 in that way, Lotus and Mclaren have really hit new heights here:
Lotus have used their twitter account excellently creating general polls, questions, driver and GP nicknames for the fans and always replying to those asking. their team has used the Kimi propaganda in a terrific way, even capitalizing on Kimi being quite rude (entertaining for us) to his engineer and saying things like "leave me alone, I know what i am doing" "don't remind me every second". their comics before every GP were very involved and entertaining and even mentioned Romain's in explainable smile often
Mclaren as well using their "casual Friday" on twitter as well as responding to the fans, sample telemetry data (not the one Lewis did, but another as an explanation), legendary 50 drivers not to mention TOONED!
Williams Also had their engineers use twitter and Pastor's race engineer was always sending pics as they walk the track and doing some explanations. Mercedes as well were quiet active.
Other sources are also quite entertaining the Fake accounts (Charlie whiting has encouraged his Fake self even!), F1 pit radio among others.
i think these efforts are well a step forwards in terms of publicity and fan attraction (specially the younger audience), the teams have done well to take that step IMO