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ut Nascar's new page has a key new feature, which is the ability to pull in tweets related to a live event from a variety of sources. In the case of Nascar, tweets about Pocono 400 were being pulled in from drivers like Jeff Gordon as well as sports writers, and the curation was executed through an algorithm that searched for relevant content with the assistance of human editors, according to a Twitter blog post. It's further evidence of Twitter's desire to be the platform advertisers turn to when they're looking to execute promotions around major live events such as the Super Bowl or the Oscars. Last month, they announced a partnership with ESPN to create branded campaigns around tentpole sports events.

#Nascar page is the first of its kind and has a slightly different layout than the brand pages Twitter unveiled in December, which feature customizable header images and enable brands to keep a particular tweet -- often a photo or video that can auto-expand -- at the top,

Reach is not public data, and very few people (likely less than 20 companies across the globe) have the ability to access a significant number of pages’ reach metrics. So most (if not all) of what you’ve read on the subject is probably irrelevant, or greatly exaggerated.

Among the 142 industries (Facebook page categories) we have in the sample, only 18 are up or steady. But among the 124 categories seeing their organic reach going down, there are still a lot of them reaching more than 15 or 20% of their fans organically for each post.

We focused on the Organic Reach metric for posts (the only one that cannot include paid reach) of over 6,000 pages. We then averaged Organic reach by industry and compared the results between the two periods (July 2013 & May 2014)

Up until now when users click on a hashtag, they are shown a page littered with tweets which have included that particular hashtag. But in Nascar’s case, Twitter will curate those tweets through an algorithm, and by hand to give users a behind-the-scenes look at the race.

consumers who click on the #Nascar hashtag will be directed to a not-yet-live Twitter page that will aggregate tweets and photos related to the race to create what Nascar svp and CMO Steve Phelps called in a statement a “complementary live race experience.”