The document discusses strategies for promoting cycling through social media in the Netherlands. It describes how the Netherlands has a strong cycling culture, with 25% of transportation by bicycle. However, half of car journeys are under 7.5 km. The Fietsersbond, NISB, and partners launched a three-year campaign using social media, including a coin toss app and Twitter Bike program, to encourage people to choose bicycles over cars for short trips. The Twitter Bike program involved lending bicycles to social media influencers to share their experiences using #twitterfiets, which generated media attention and changed some participants' transportation habits. Lessons learned included keeping initiatives simple, social, and allowing organic growth.