Online marketing firms, employed sometimes by fighters themselves, do have paid posters here. It became super obvious in 2014 when the idea really caught.on.
It's pretty rare as they see twitter/youtube various website comment sections being more worth the time, because they're reaching a broader audience. But this is a huge MMA site so it's worthwhile, especially when going after fans of the sport(as opposed to fans of individuals).
The most common thing they do is put word out of a fight, gauge the response and act accordingly.
Like how we heard GSP/Diaz vs Woodley get floated, received a shitload of backlash from fans who wanted Wonderboy. They read the response and are now going with Wonderboy.
Not sure why people think its a matter of Dana personally hiring robots. It's taking advantage of a free marketing platform in the easiest way possible; have people talk about it.