This article examines the role of social media in public stakeholder and intrastakeholder group strategies to influence decision making in the consultation stage of UK infrastructure megaprojects. The context is the consultation process on the construction of a new Crossrail 2 station in Chelsea, London, where there is resistance. Analysis of social media communication by the affected public groups and interviews with the opposing group shows different intragroup concerns, with stakeholders developing a strong identity enabled by social media. To reduce perceived lack of responsiveness, we recommend that project managers harness social media marketing principles for ongoing relationship building.