For patients with rare diseases, social media conversations are a gateway to uncovering information regarding condition coping and treatment. Likewise, for those who recruit for rare disease clinical trials, social media listening is like a town square – displaying unbiased and unaided conversations that enable all of us to better understand how to connect with those patients for recruitment. Marie Emms, Rowena Kam, and Michael Pearlman of Syneos Health discuss how social media can be used in this effect.