This contribution is based on a project in lexicography and provides important insight about the promotion of Valoc’, an endangered dialect spoken in Val Masino (Lombardy, Italy). The aim of the VVV project is to develop the new dictionary, based on anthropological and dialectological research. Thanks to our methodological approach we aim to observe practices of Valoc’, its transmission from one generation to another and discourses mainly supporting ideologies in relation to language practices and identity. In this paper, we would like to present the context, described from a linguistic and sociolinguistic point of view, focusing on the importance of promoting Valoc’ through lessons, conferences, the dictionary and social network. In fact, thanks to our haven in social network, it was possible to observe the evolution of the language and analyse the way speakers deal with the exercise of writing.