ChrisCast: Episode 8: I Was a Teenage Russian Troll

All anyone is talking about these days is how armies of Russian trolls got До́нальд Джон Трамп (Donald John Trump) elected President of the United States. They did this through a unique witchcraft and voodoo that normal mortals cannot resist. How did Влади́мир Влади́мирович Пу́тин (Vladimir Vladimirovich Putin) and his malintent Веб-бригады (web brigades) so easily, cheaply, effortlessly, quickly, and effectively puppet-master our innocent, vulnerable, and naïve online American yokel brains into becoming mindless hordes of racist, sexist, nationalist Nazi deplorables. Russia isn’t the only country that’s leveraging highly-trained covert operatives with bomb-proof non-disclosure agreements to sneak around online in deep cover, pretending to be other people, genders, ages and emulating the interests, hungers, passions, fears, dreams, and goals of communities that could really benefit the agendas of their clients. Okay, I wasn’t actually either a teenager or Russian when I was an OG Russian Troll and part of the Russian Troll Army.

The musings of Chris Abraham as he aspires to know the world and himself while getting healthy, losing weight, becoming fit, and running his small business while living in South Arlington, Virginia. Walk with him a while and see what's up.

My Journey as an Early Digital Operative

In my early thirties, I was part of an incredibly secretive, highly skilled, and effective digital influence team based in Rosslyn, Virginia, under the banner of New Media Strategies (NMS). Although people today speak of Russian trolls and their supposed power to influence elections, my experience in digital influence operations was less sinister, though equally covert.

Contrary to the image of Russian troll brigades manipulating social media from afar, influence teams like ours operated directly in online spaces, often hidden in plain sight. While I wasn’t a teenager or Russian, I was part of a pioneering team dedicated to influencing public opinion for major brands through engagement tactics that went beyond traditional marketing.

Inside the Covert Marketing Team

At NMS, I worked alongside a group of savvy digital operatives in an open, newsroom-style office, representing major brands like Sci-Fi Channel (now SyFy), Disney, Coca-Cola, Reebok, EA, NBC, and more between 2002 and 2006. Everyone at NMS was intensely trained in online etiquette, engagement, and subtle influence strategies. NMS was born in Washington, DC, and that city’s culture of discretion and secrecy influenced the agency’s ethos. For us, it was about building trust, not personal brands.

We specialized in what was known as "word of mouth" marketing, where we would subtly weave our clients' agendas into conversations already happening online. We would integrate ourselves into communities on forums, blogs, and message boards, blending in and contributing until we were trusted by the community. These digital personas, or “noms de guerre,” were carefully cultivated and given unique voices to fit in seamlessly with the communities we targeted. These personas often accumulated post counts and social clout, as message boards placed importance on active participation.

Sometimes, if a particular narrative wasn’t taking off, we would work together, creating a conversation to kick-start engagement. Each time we posted as anonymous personas, we referred to it internally as a "cyberstrike." About 80% of these cyberstrikes were simply to establish credibility in the community. Only when the timing was right would we start guiding discussions in directions that aligned with our clients' interests.

Navigating the World of Online Influence

I left NMS in 2006 to join Edelman’s digital public affairs team, but by then, NMS had shaped my view of digital influence. During my time, we were strategic in avoiding emerging social platforms like MySpace and Friendster, as our focus remained on trusted message boards and forums. Our influence tactics included not just posts but, at times, even fan-run websites and blogs that helped build interest organically around our clients’ brands.

In those early years, NMS implemented a “security culture” with strict guidelines. Mistakes were unacceptable; being exposed could ruin months of cultivated relationships. As a safeguard, we used IP anonymizing technology to further mask our digital footprints. If we sensed even a whisper of suspicion from online communities, our Chief Operations Officer would command us to halt all activities immediately.

The stakes were high, and in these cases, our Brand Managers would strategize with executives on how to proceed. We took great care to ensure our operatives' digital identities would not be linked back to clients or the agency. The fact that many online forums shared interests meant that a mistake in one community could have ripple effects elsewhere.

While we weren’t creating memes, our team of skilled graphic designers helped produce visual content that aligned with our narrative goals. Sometimes, we’d counteract negative press by planting counter-narratives or content that subtly encouraged online users to view our clients more favorably. The tools we used weren’t complex, and in reality, anyone with an internet connection and a knack for discretion could replicate many of these tactics.

The Accessibility of Online Influence

With just a reliable internet connection and a bit of nerve, almost anyone could create influence online, assuming they had a basic understanding of anonymity tools like Tor (although we rarely found it necessary). NMS founder Pete Snyder’s model demonstrated that such strategies were accessible and effective. By cultivating and maintaining the right personas, entire teams could operate behind the scenes, guiding conversations and public perception.

Though I loved my time at NMS, I have not worked in that world since 2006. With growing scrutiny from the FTC and organizations like WOMMA, PRSA, and others pushing for greater transparency in digital marketing, many companies would eventually move these activities even further underground.

The Permanent Nature of Digital Influence

There will always be a demand for online influence work, whether through analysis or “field operations” that blend into communities and shape opinions. Although I now focus on transparent engagement with influencers, I can’t help but notice how effective influence strategies remain. As much as Russian troll armies are credited with affecting global politics, private agencies, public relations firms, and other organizations have refined similar tactics for years.

My goal in sharing this is to highlight that Russia is not alone in digital influence. Many entities—whether government agencies, PR firms, or individuals with deep pockets—use these tactics to control online narratives. In that sense, NMS was only the beginning of a much larger and ongoing story of digital influence and reputation management.