OK, I'm putting on my tin foil hat so bear with me.
Playbook to manipulate a stock:
1. Take over social media accounts of insider.
2. Post fake news from hijacked accounts.
3. Encourage people to contact company IR via email.
4. Coordinate an Email Storm attack against IR email server.
5. Encourage people to grab virtual pitchforks and torches online, citing fake news and lack of email responses (both of which were manufactured) as proof there is something amiss.