There's been a heap of leaked NSA information over the past months thanks to an ex-employee, and I suppose it's not really surprising that they go to the effort to use online forums etc to discredit individuals or companies they don't like.
What may be interesting is a leaked presentation detailing their tactics.

https://firstlook.org/theintercept/2014/...ipulation/

Quote:namely, that these agencies are attempting to control, infiltrate, manipulate, and warp online discourse, and in doing so, are compromising the integrity of the internet itself.

Among the core self-identified purposes of JTRIG are two tactics: (1) to inject all sorts of false material onto the internet in order to destroy the reputation of its targets; and (2) to use social sciences and other techniques to manipulate online discourse and activism to generate outcomes it considers desirable. To see how extremist these programs are, just consider the tactics they boast of using to achieve those ends: “false flag operations” (posting material to the internet and falsely attributing it to someone else), fake victim blog posts (pretending to be a victim of the individual whose reputation they want to destroy), and posting “negative information” on various forums.

More at above source link.

What does it take to become a "target" of the US/UK government online I wonder?

I think there was evidence of people working there spying on people they knew.
Dunno otherwise - people they just don't like maybe?