[anigbrowl]

Twitter is largely a platform for self-promotion. This Hough lady wanted to promote her snarky attitude and encourage her followers to dunk on people who leave book reviews on GoodReads. it's a good example of 'be careful what you ask for'; if you cultivate attention in order to be toxic, you can't really complain when that rebounds upon you.

It's often not the case that people see a mob forming and jump in, in most cases. What people see is someone they know quote-tweeting an obnoxious person, or someone they already follow saying something obnoxious, and they condemn the obnoxious behavior. The more engagement an original tweet gets the more likely other people are to see it in their feed, regardless of whether it's obnoxious, funny, or whatever.

One time I replied to a sanctimonious statement from a politician with a mildly critical but also mildly witty reply, read a few other tweets and went on with my day. I don't get notifications from Twitter and was astonished to find the next day that my tweet had blown up and been quoted in a national publication. In fact all of my 'high performing' tweets over the years have been casual witticisms, but I've never seen one take off in real time because I only look at it intermittently. I suggest that rather than an angry mob, what you're seeing is simply the aggregation of multiple similar reactions. Few to none of those were necessarily invested with enormous significance by the people making them, unlike a real world mob.

This is not to say, of course, that theren't people who like going around condemning others, and Twitter does have a habit of showing you multiples of people posting about the same thing, as opposed to showing The Thing once and observing that 10 people you follow have left comments about it.