Every time someone posts on facebook, that someone is putting cash in the coffers of the forces that their posts probably regularly and fervently question, out, or oppose. So while people are ‘actively posting corporate content for corporate coffers’ and thinking themselves activists, the actual result is direct, unmitigated support of their opponent causes. To anyone who can see this it is like watching otherwise interesting people smashing each other in the head with bricks whilst thinking they are saving something. Or sharing insight. Or… whatever. It’s at least as scary as the regimes, ideas, and institutions they oppose, and they haven’t the slightest idea that it is happening… as them and their choices, their actions, which do not fit the powers of this context at all, and are more appropriate to bulletin boards (where these effects are either unestablished or mitigated).