There is no longer any question that science centres should be using social media. The real question is how they can optimize its potential. The number of people in Europe using social networks such as blogs, Twitter, Facebook and Youtube etc., has exploded over the last three years. How should science centres respond to this development? How can we make social media an integral part of our communications and marketing strategies? This session will help equip communication managers with the arguments needed to raise resources for establishing social media in their institutions.