"How can research and educational outreach organizations use online tools such as blogs, Twitter, etc. to communicate science? In this audience participation session, the speakers will use real-world examples to spark discussion about some of the issues involved, including overcoming resistance in the institution, tone of voice, and constraints around talking about animal research or other sensitive topics. Ed Yong, Henry Scowcroft, Paolo Viscardi, Simon Frantz" - Mike Chelen from Bookmarklet