In 2015, Hopke & Simis published an analysis of social media discourse around hydraulic fracturing. Grubert (2016) offered a commentary on the research, highlighting the politicization of terminology used in the discourse on this topic. The present article is a response to Grubert (2016)’s commentary, in which we elaborate on the distinctions between terminology used in social media discourse around hydraulic fracturing (namely, ‘frack,’ ‘fracking,’ ‘frac,’ and ‘fracing’). Additionally preliminary analysis supports the claim that industry-preferred terminology is severely limited in its reach. When industry actors opt-out of the discourse, the conversation followed by the majority of lay audiences is dominated by activists. exacerbating the political schism on the issue.