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In animal agriculture the internet is a wealth of information-- good and bad. So if the public wants to learn about livestock farming, what is the likelihood that they will find factual information? One of the big problems is that activists and food fear mongers are ever present in social media. Ranchers and producers tend not to be. These knowledgeable professionals need to be in that space, and using appeals to ethics to drive the discussion. This talk was presented to the Oklahoma Pork Congress in 2016.