The article all but suggests that Shell actually do this. While part of me thinks Shell doing its own satire / misinformation campaign would be the most effective response (legal action would just attract more attention), I have a hard time imagining such misinformation campaign having anything but further negative effect on Shell's public branding.

The journalist let social media brand consultants write about half of the article, of course they would suggest escalating. Shell raising public awareness of shills would be an awesome move.