For the record, I don't really think there's an organized and paid astroturfing thing happening. But I do think it's highly likely that organization members and their family/friends are spamming a site like this of their own initiative. Again, one extremely pro-Benning account on this site has actually identified himself as Benning's cousin (and props for being honest at least).
Unfortunately, and I can say this from experience, that PR teams do use people to pass the message. I have a membership card (I don't know the exact term, because that isn't a season ticket, it's just a fee we pay every month to have the right to vote in the elections for the president and in the budget, for example) for 34 years for my Sporting. I don't know if you or any of you follow the news recently but some morons decided to attack the players after the Board publicly trashed the players (3 of them are in the Portugal's National Team). In order to change the perception of what they Board did, they (PR team, controlled by an enterprise where I do some consulting) hired 45 additional people to make Facebook accounts, Twitter accounts, and Board accounts all across the internet. The team of "opinion makers" now has almost 100 people (almost 800 accounts), who simply pass the message that the Board wants. This is just an example, and the PR people really want to control the perception of the common supporter. That's why you have several new accounts popping up on this board after deadline meltdowns, failed trades, or poor management decisions. Of course, there's also people who don't think by their own head and accept that everything this management group does is gold...