Brice Lalonde, Executive Coordinator of the UN Conference on Sustainable Development (Rio+20) realized that one-way communication on the scientific basis of sustainable development built on credibility of the United Nations as an impartial expert and this is an important role. However, global conferences (and the UN at large) have a tendency to be ignored by mainstream media by lack of a human touch. Google hangouts and Facebook chats were the response. This takes three qualities, which were once described by former UNSG Boutros-Ghali: patience, generosity and imagination. Patience to accept being challenged by questions coming from the civil society, generosity to invest time in these dialogues, and imagination to envision what role the civil society can play in future decision making on serious matters such as limitating environmental damage globally - and how to finance it. The Arab spring demonstrated the strength of new media. We help using them for the best. Follow us on Twitter for latest developments.