EP69 Dealing with rage farming and manufactured outrage, with Phil Borremans
Wed Jan 21 2026
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Outrage online isn’t always organic—and when it’s engineered, it can hit hard. We sit down with crisis and risk consultant Phil Borremans to expose the mechanics of rage farming: coordinated attacks that use psychology, algorithms, and incentives to inflame audiences, distort brand updates, and turn a minor moment into a market-moving storm. From bots and fake accounts to “coordinated amplification,” Phil maps how bad actors build momentum, trigger engagement spikes, and push fringe narratives into mainstream feeds.
We reference high-profile cases like Bud Light and Cracker Barrel to illustrate how synthetic engagement can drive real reputational and financial fallout.
Most importantly, we outline a practical defense. Phil details how to retool monitoring from brand mentions to topic-centric early warning, detect anomalies and narrative evolution, and leverage predictive analytics and OSINT to identify viral liftoff before it peaks. We explain why engaging attackers usually backfires and how to focus instead on direct communication with stakeholders who matter—employees, customers, partners, and regulators.
Reach Phil and his excellent newsletter, Wag the Dog, at wagthedog.io.
If this was useful, follow the show, share it with a colleague in comms or risk, and leave a quick review telling us what you want to hear next.
We'd love to hear from you. Email the show at Tom@leadinginacrisis.com.
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Send us a text Outrage online isn’t always organic—and when it’s engineered, it can hit hard. We sit down with crisis and risk consultant Phil Borremans to expose the mechanics of rage farming: coordinated attacks that use psychology, algorithms, and incentives to inflame audiences, distort brand updates, and turn a minor moment into a market-moving storm. From bots and fake accounts to “coordinated amplification,” Phil maps how bad actors build momentum, trigger engagement spikes, and push fringe narratives into mainstream feeds. We reference high-profile cases like Bud Light and Cracker Barrel to illustrate how synthetic engagement can drive real reputational and financial fallout. Most importantly, we outline a practical defense. Phil details how to retool monitoring from brand mentions to topic-centric early warning, detect anomalies and narrative evolution, and leverage predictive analytics and OSINT to identify viral liftoff before it peaks. We explain why engaging attackers usually backfires and how to focus instead on direct communication with stakeholders who matter—employees, customers, partners, and regulators. Reach Phil and his excellent newsletter, Wag the Dog, at wagthedog.io. If this was useful, follow the show, share it with a colleague in comms or risk, and leave a quick review telling us what you want to hear next. We'd love to hear from you. Email the show at Tom@leadinginacrisis.com.