Social media can be a blessing and a curse. Consumers care more about where their food comes from but often use social media as a source of current information. Misinformation and false narratives can spread quickly and are difficult to counter with boring facts. Animal rights extremist groups are putting pressure on the food production industry and the public is paying attention. Our industry is under a magnifying glass. What things can we do to promote our industry? What can we do if we are attacked on social media by activists? Should we fight back? What things can we do on our farms and ranches on a daily basis to promote animal welfare and food production?