The reach and impact of social media have made this communication channel the latest in a number of multidimensional communi - cation tools to be employed in health research. Social media has become a com - muni cation tool to reach various audiences, recruit patients, develop engagement, and disseminate research. Currently, publication medical writers are being increasingly faced with producing research-based copy for social media. Luckily, as highly knowledgeable and flexible professionals, medical writers are well placed to support this challenge. This article is about the five main lessons learned from having to write a Twitter post about a clinical study, for a peer-reviewed journal, in the eleventh hour.