The pro-gun Dorr brothers and their friends control an online network of Facebook groups with hundreds of thousands of followers.
To understand how they built it, reporters Lisa Hagen of WABE in Atlanta, Ga. and Chris Haxel of KCUR in Kansas City, Mo. examine a massive portfolio of Facebook Live videos.
While the National Rifle Association reportedly spent as much as $20 million per year on its own online streaming network, which it eventually shuttered, the Dorrs have used Facebook's free platform to build a strong personal connection with their followers.
Carolyn Ricker of Newnan, Ga. says watching the videos on the Georgia Gun Owners' Facebook page feels like being a part of a virtual community. She lost trust in the NRA in 2018 when it whispered its willingness to compromise on gun control in the form of red flag laws, which allow temporary removal of guns from people thought to pose a threat.