The running community is very active online. Marathons and other road races should leverage social communication channels to build and activate communities year-round. When done right, this can strengthen customer service, deliver a better race-day experience, mitigate crisis situations, drive registrations and recruit volunteers. Using the Columbus Marathon as a case study, this presentation was first delivered to the Road Race Management annual conference. Want Heather Whaling to help your event harness the power of social media? Just email: heather [at] gebencommunication.com.