This presentation highlights best practices for animal shelter community management on social media. From crafting compelling stories to navigating difficult conversations, this talk will empower those in your organization who manage social media to harness the power of your digital audiences. Naysayers, negative reviews, and hateful comments can be a force to reckon with, and a challenge for shelters and rescue groups dealing with sensitive situations. But with the right tactics, social media managers can empower their advocates and turn negative interactions into new supporters.