If one did want to coordinate such a campaign, there's a certain society-wide informational/narrative vulnerability that makes such a campaign potentially attractive:
-You have a public who loves latching onto 'good vs evil', 'david vs goliath' stories, and in this meta-narrative, we the public shall vanquish the evil goliath by any means necessary!
-We also have a public who at large isn't terribly interested in questioning their own biases, thinking through the higher abstract principles at play, thinking through externalities from vanquishing said evil, and in general going against the grain in these 'good vs evil' battles
-You have a news media environment who profits off such engaging meta-narratives and stories, and is more than willing to push these stories out into the public
-The companies and their employees in the news media environment also have their own in-house biases against certain 'villians' such as FB, which further incentives the spread of such stories and meta-narratives. FB has been a competitive threat to media companies. FB has also done or been accused of things which have frustrated media employees of all political persuasions.
FB is a perfect villian in this meta-narrative, regardless of any of the facts at play. They know it too.
