The paper doesn’t make any specific recommendations about how wildlife officials should go about becoming more internet-savvy, but Fidino thinks they should give it a shot. “If I went into these [comments] and said, ‘Oh, hi, I’m Dr. Mason, the ecologist, and you probably shouldn’t say that you want raccoons as a pet, and here are some reasons why,’ that probably wouldn’t have much of an impact,” Fidino says. His vision involves messaging on a larger scale—and maybe a more playful one. “Should there be a science center that crafts memes or something?” he says. “I don’t know, but it would be pretty cool, I think.