Upwell researched how people talk about California's marine protected areas online to learn what drives conversation and understand how to better engage Californians in paying attention to protected ocean resources. Our findings show that most conversation about marine protected areas is educational in nature, but the content that drives conversation is celebratory and connects humans to marine resources. Talking about wildlife, explaining how MPAs work, and connecting with recreational and tourist activities helps increase attention. We also learned that there is a big opportunity for advocates, ocean managers and educators to tap into local conversations to curate content, find new audiences and connect with local businesses that can serve as brand ambassadors for marine protected areas and marine reserves. While conversation volume about California's marine protected areas is relatively low, there is a big opportunity to increase attention and impact through creative and targeted communication strategies. You can view the recording of our August 2014 presentation of our research and recommendations at https://cc.readytalk.com/cc/playback/Playback.do?id=26b7r3. Special thanks to the Resources Legacy Fund for their great work in establishing and protecting CA marine protected areas, and for making this research possible.