Proposals for new infrastructure typically generate at least some opposition. Planners and other officials will often attempt to engage in outreach via public meetings in order to learn about potential stumbling blocks and address them. Unfortunately, by the time the public meetings take place, objections have already circulated on social media. Opponents leverage social media to gain support for their side, often by promulgating misinformation. This can leave public officials in a bind, as they may not be prepared to answer objections in a manner that can quickly tamp down counterfactual assertions. If they assume a defensive strategy, they risk further emboldening opponents, who may sense weakness, to fight the current proposal and, perhaps, ones yet to be proffered. Fortunately, objections to infrastructure for people on bikes tend to have some commonalities. This creates the potential for a ready-made strategy covering such proposals. This strategy should leverage social media to prepare the ground in advance of likely opposition, potentially muting it before it can build. Academia has a vital role to play in this, as practitioners have access to research that can back up arguments in favor of bicycle infrastructure. In order to make this research easily accessible, academic institutions must also use social media to create talking points that planners can use in their efforts. Given this, how best can academic institutions put forth their expertise on LinkedIn, Facebook, Instagram, and others? Each social media outlet has differences in audience and technical requirements which can affect a post’s length, format (such as video), and aggressiveness. This latter aspect can be particularly tricky, as it involves a political skill that some may not be comfortable with. This should be a workshop where audience participation is encouraged, as the social media landscape is constantly in flux.