In this FIR Interview, Neville and Shel talk with author, investigative journalist, and New York SEO, Eric Schwartzman, about his Fast Company article, “Bot farms invade social media to hijack popular sentiment.” A consultant who specialises in SEO for financial services companies, Eric explains how coordinated networks of smartphones and AI-generated content are distorting public perception, manipulating virality, and reshaping what we trust online.

Eric, a long-time friend of FIR and a former entertainment public relations correspondent for FIR, discusses how bot farms now outnumber real users on social networks, how profits drive PR ethics, and why Meta, TikTok, X, and even LinkedIn are complicit in enabling synthetic engagement at scale.

Eric also previews his forthcoming book, Invasion of the Bot Farms, which explores this escalating threat through insider stories and case studies.

Discussion Highlights

• What bot farms actually are: Thousands of smartphones, each controlled to simulate authentic user behaviour, operating at industrial scale to manipulate what trends.


• How bot activity manipulates algorithms: Early engagement patterns (likes, shares, comments, follows, and profile expands) are carefully coordinated to make content appear organically viral.


• State actors vs. commercial players: Governments use bot farms to divide and destabilise societies, while businesses use them for influence and promotion.


• The blurred line between PR and manipulation: Case studies like the Blake Lively incident show how synthetic engagement is being used as a reputational weapon.


• Why social platforms allow it: Fake engagement boosts ad revenue, so many platforms knowingly look the other way.


• The future of trust and truth: Eric argues that virality can be bought, engagement is no longer an indicator of credibility, and even AI models are being trained on misinformation.


• A glimpse at Eric’s new book: Invasion of the Bot Farms will expose the people and systems behind this digital arms race, told through real-world case studies and first-hand research.

About Our Conversation Partner

Eric Schwartzman is a digital PR and content marketing strategist, author, and award-winning podcaster specialising in organic media, SEO, and content marketing. With deep experience in both agency and client-side roles, he helps organisations boost visibility, web traffic, and conversions through strategic digital campaigns.

As a freelance journalist, Eric has written for Fast Company, TechCrunch, VentureBeat, AdWeek, and others, and is the author of two best-selling books on SEO. His work bridges technical expertise and clear communication, making him a trusted voice in the evolving digital landscape.

Follow Eric Schwartzman on LinkedIn

Visit Eric’s website: Eric Schwartzman & Associates

Mentioned in this Interview:

• Eric’s Fast Company article published in April 2025: Bot farms invade social media to hijack popular sentiment.


• Book in progress: Invasion of the Bot Farms (publishing date TBA).


• FIR archive episodes featuring Eric’s engagement with FIR, including his early podcast contributions.

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