This presentation will discuss reputation management for the social media marketing presence for animal welfare organizations. As social media managers regularly tackle difficult topics, it is important to create a community where followers feel free to express themselves in positive discussions. Attendees will learn how to manage a consistent brand voice across platforms, create community engagement guidelines, and how to diffuse issues with good customer service. We will also discuss establishing organizational guidelines for engaging in world topics. Lastly, Attendees will learn how utilizing social media management tools, splitting up workloads, and establishing consistent breaks can help prevent compassion fatigue.