Different approaches to social networking are possible because it is a continuously evolving medium. But what seems to be of primary interest is stimulating dialogue. Compared to the official character of a press office, social networks allow informal discussion, giving communication an uncommon freedom. The Web 2.0 audience demands quick responses, but quick should not mean inaccurate. Finding the balance between practical requirements and the potential of social networking is a challenge. The Internet creates a new kind of science centre or museum visitor by making it possible for people to absorb content without being physically present at the venue. Instead of visitor numbers of our institutions only, something else is getting important: the quality of the dialogue that surrounds our institutions and of the conversations that we are involved in.