Watched most of The Social Dilemma ( https://www.imdb.com/title/tt11464826/ ) it appears to me to be successful you must learn certain, let's say, deep physcology and think about how to sway your followers using all the tools noted in the movie. This is a drama documentary but what you see there does remind me of what methods I've seen before.
Yes, they do paint a dim picture but if you don't, your site and presence on the web appears to be diminishing.
Worth a watch.
Comment if you feel that pull to "The Dark Side."