All big companies have social media monitors to analyse posts about themselves, analyzing sentiment and then counter negative news with their vast trove of astroturfing bots. The social media is setup to be as opaque to the world as it can be, to be manipulated.

There's always going to be someone outside or inside the company (considering how big some companies are) defending, then marketing moves them to the top. Deflect and divide opinions and shame naysayers.

It's been going on since forever, now enhanced with AI.