This is the Facebook page for NBC's drama Crisis:
It feels like the term "trolling" has lost its true meaning lately. People use it to just describe anyone who doesn't agree with them online. A true troll is someone who infiltrates a group, acting as one of its own. The troll pretends to start genuine discussion, but is just wasting the group's time, riling them up for the troll's own amusement. See more about the definition of trolling here.
True trolls are fewer and far between these days. Mitch Salm is one of the last of his kind. For months, he's been posting on the official Facebook for the new NBC drama Crisis, pretending to be someone who works for NBC social media.
Mitch Salm has been replying to every comment on the Crisis official Facebook page, pretending to work for NBC:
Mitch started trolling the page a few days after attending the show's premiere with a friend who had a small role. An aspiring actor himself, he felt jealous and powerless at the party, even though he was happy for his friend. "There's something about sitting in a room with someone who's 'made it' that makes you feel like shit," Mitch told me in an email. "Like, 'What am I doing with my life?'"
"I do my best to respond to every single post, just as companies do. I began with thanking them for the feedback, but then a guy reached out to me directly with long comments," he said. "I really got into it with him, explaining details about the show that are completely false (I mean production details...like, I'm telling him about things that are going on in the writer's room, drama with NBC, etc.), and then a character started developing."
"So now I do more than just thank people. I encourage them to be specific with their feedback, I try to make sure they're not rude (even though my character is passively aggressive), and I basically represent the show."
Someone has caught wise to Mitch, but he does't back down:
UPDATE — April 14, 9:15 a.m. ET: It turns out this was part of a viral marketing campaign. God is dead and everything sucks.
UPDATE – April 16, 11 a.m. ET: Although Salm claimed to be doing this as part of a paid stunt, he could not provide any proof to that effect, and suggested via email that BuzzFeed "turn this thing into some kind of longer article about trolling". NBC would neither confirm nor deny on the record that Salm was employed by them or any third party company.
Katie Notopoulos is a senior editor for BuzzFeed News and is based in New York. Notopoulos writes about tech and internet culture is cohost of the Internet Explorer podcast.
Contact Katie Notopoulos at email@example.com.
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