Alex Brown’s love of horses started long before he launched the blog, Alex Brown Racing, but it was Kentucky Derby winner Barbaro that pushed the blog into prominence — and eventually established it as a site dedicated to the welfare of horses. Along the way, Brown learned many things about creating and nurturing an online community using tools, including Wikis, Facebook and Twitter, and following certain principles, such as: Be authentic, be transparent, be consistent and build trust. Brown, one of whose goals is to rescue horses destined for the slaughter house, talked with Knowledge@Wharton about his strategies for bringing attention — and money — to the cause. Transcript can be found at: knowledge.wharton.upenn.edu