The last ten years has seen a shift in animal welfare as organizations across the country began to focus on how to address the root causes of problems facing animals. It became clear that without addressing the human side of the equation, we will only ever be reactive rather than proactive. Program models began to shift away from shelter-based services and increasingly more towards preventative, community-based solutions. As part of the Animal Rescue League of Boston’s 2015 str...

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 goo...