The Rise of Rage Farms and Coordinated Disinformation

That Solo Life, Ep. 322: The Rise of Rage Farms and Coordinated Disinformation Episode Summary

In this eye-opening episode, hosts Karen Swim, APR and Michelle Kane tackle the disturbing trend of "rage farms" and the growing industry of disinformation-as-a-service. Stemming from a recent article by Mark Schaefer, they explore how coordinated, anonymous online attacks are manufactured to create controversy, manipulate public opinion, and inflict real-world financial and reputational damage on brands.

Karen and Michelle discuss the infamous Cracker Barrel rebrand incident as a prime example of how a small number of fake accounts can ignite a firestorm that appears to be a massive public outcry. They delve into the sinister motivations behind these campaigns, from profiting off stock market dips to sowing general discord. As PR professionals, it's crucial to understand that these are not random bots but calculated attacks. The hosts emphasize the responsibility of PR pros to prepare for these threats, the need for brands to pause before reacting to online outrage, and the importance of verifying information sources. This episode is a critical listen for any communicator navigating the modern digital landscape.

Episode Highlights

• [01:42] Introducing the concept of "rage farms," as detailed by Mark Schaefer.
• [03:39] The emergence of "disinformation-as-a-service" and coordinated, anonymous attacks.
• [04:14] Case Study: How the Cracker Barrel rebrand controversy was manufactured by a small number of accounts.
• [05:15] The financial motivations behind rage farms, including short-selling stocks.
• [06:36] Why brands should "take a beat" to investigate the source of online outrage before reacting.
• [07:55] The role social media platforms play and their lack of incentive to stop the spread of disinformation.
• [09:17] The importance of individual responsibility in not spreading unverified information.
• [12:51] A proactive strategy for PR pros: using AI to run crisis simulations and test messaging against disinformation campaigns.

Related Episodes & Additional Information

• Article by Mark Schaefer (As mentioned in the episode) - Rage Farms: The Hidden Industry Weaponizing Outrage Against Brands

Host & Show Info

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

 

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