In 2013, the documentary "Blackfish" became a sensation and greatly raised awareness about orcas in captivity and the story of Tilikum's 2010 attack against his trainer, Dawn Brancheau. More than two years after the film, SeaWorld is still scrambling to save its image - just one month ago the troubled company released the latest installment in a campaign to dismiss the claim that orcas shouldn't be in captivity.
But this campaign has been around long before "Blackfish." In fact, on the very night of Dawn Brancheau's tragic death in SeaWorld Orlando and throughout the days which followed, SeaWorld used its Facebook page to silence its critics and promote its own biases.
A look back at SeaWorld's Facebook
From late 2009 through early 2010, SeaWorld's Facebook posts were mostly pictures of cute animals and celebrities such as this Daytona 500 champ playing tug-of-war with a caged tiger.
Then, on February 24, 2010, the tone of SeaWorld's Facebook page changed when Tilikum, the legendary SeaWorld orca, killed his trainer, Dawn Brancheau.