After working in media, PR and politics, Jeff Ballingall understands the political power of Facebook. His non-profit Facebook page gets more engagement than the Globe and Mail and the Toronto Star combined.

Spanning vicious attacks in rap form to sentimental posts about landmarks, Ontario Proud is in a meme war against Liberal Premier Kathleen Wynne. And they’re really effective.

Ballingall joins us to talk about what he’s doing, why he’s doing it and who’s paying for it.

Read more of our coverage of Ontario Proud here.