I had been reminded of this again when members of the International Association for the Study of Lung Cancer meeting’s hashtag started trending on Twitter this week. Check out the hashtag: #WCLC2016. This wasn’t the first conference we used a hashtag for their meeting, so what happened? In 2016, DJG-led social media strategy, supported with the onsite commitment from staff and fueled by engaged oncologists, created a surge in the Twitter conversation about the meeting. Better photography, streaming video and improved staff coverage of social events and presentations during the conference created some robust content that the IASLC members were interested in. Add to this a large international media contingent on site and a nice spike in social media status is the result.