Paid Social Media Campaigns Aim to Promote Wisconsin Data Centers Amid Controversy

Recruitment of Paid Social Media Influencers for Wisconsin Data Centers

As hyperscale data center construction accelerates across Wisconsin, behind-the-scenes efforts are underway to promote these controversial projects through paid social media posts. Recent investigations reveal individuals are being solicited to write posts supporting at least one major data center, raising transparency concerns about online advocacy and the use of nondisclosure agreements (NDAs).

Confidentiality at the Outset

According to documents viewed by Wisconsin Watch, applicants seeking these “creators and AI” roles must sign NDAs before even applying. The agreements require that details about the document, application survey, and associated communications remain confidential. This approach appears at odds with a recent shift by data center operators who have begun moving away from such NDAs with government officials, following earlier scrutiny over secrecy between developers and both local and state officials in Wisconsin.

A Former Legislative Aide’s Promotion Efforts

Scott A. Becher, a public relations consultant and former Republican legislative aide from Neenah, has been identified as one recruiter for the social media campaign. Becher, who unsuccessfully ran for mayor of Neenah in April, previously served as chief of staff to Rep. Steve Wieckert during his time in the Wisconsin Assembly. State campaign finance records show Becher’s latest political work for legislative campaigns in 2020 and 2023, earning him $6,000.

In early 2025, Becher published two Facebook posts touting data center investments. He questioned why Neenah had not tapped into the rapid expansion of tech infrastructure, citing recent projects in cities like Port Washington, Pleasant Prairie, and Beaver Dam. Becher did not return requests for comment on his involvement in these social media efforts.

Direct Recruitment and NDA Requirements

Charles Rathmann, a software analyst from southwest Wisconsin, recounted to Wisconsin Watch how Becher approached him in September with an offer to join the paid posting campaign. The project sought to promote the $15 billion OpenAI/Oracle/Vantage data center under construction in Port Washington. The role required signing a nondisclosure agreement and attending an initial meeting, for which Rathmann would be paid $100 if his application was accepted. However, Becher declined to provide details about posting expectations or payment rates, prompting Rathmann to decline. He cited concerns over the lack of disclosure, warning that such campaigns sought to create the illusion of broad support rather than fostering genuine public debate.

Developer Statements and Legislative Response

Vantage, the Denver-based company behind the Port Washington project, declined direct interviews regarding paid social media promoters. Instead, a spokesperson referenced a September advertising campaign comprising TV, radio, online, and social media ads for the project's "Project Lighthouse." The statement emphasized that any partnerships comply with advertising guidelines and claim creators retain editorial control.

It remains unclear if similar paid campaigns are being used for Microsoft’s $20 billion data center in Mount Pleasant or Meta’s $1 billion facility in Beaver Dam. Microsoft and Meta spokespeople said they had no information to share or denied running such programs, respectively.

Addressing concerns about transparency, Rep. Clint Moses introduced legislation in February to ban NDAs between data center developers and local governments. The bill did not pass, but Moses intends to reintroduce it in the next session, adding a provision to include the Wisconsin Economic Development Corp. in response to recent findings about its use of such agreements.

Broader Trend of Paid Data Center Advocacy

The campaign to use paid social media influencers is not unique to Wisconsin. Similar efforts have been reported across the United States. For example, Wyoming-based Xomad solicited creators to promote Project Jupiter, an OpenAI and Oracle-backed data center in New Mexico, while North Carolina Connects ran undisclosed ads on various platforms in support of data centers, without revealing its ties to the Data Center Coalition trade group.

Questions of Transparency and Manufactured Consent

The increasing use of paid and often undisclosed online advocacy for major infrastructure projects has sparked debate over transparency and public discourse. Critics, including Rathmann, argue that such efforts serve to "manufacture consent" by amplifying positive sentiment through compensated individuals rather than fostering open and informed community debate.

As construction continues on Wisconsin's hyperscale data centers, the growing reliance on paid social media promotion highlights ongoing concerns over transparency, disclosure, and the influence of digital advocacy in shaping public opinion.

Source: isthmus.com.