Board chairman Jayden Cromb asked fellow members for ideas on how to encourage people to take part in the upcoming Long Term Plan consultation.
More people had approached him in the community in the past three months than the previous two years.
"There’s a lot of misinformation out there," he said.
Hopefully, the passion people were expressing would translate into plan submissions, he said.
Fellow board member Central Otago District Mayor Tamah Alley said at the last round there was a national record of submissions — 3.45 per 100 ratepayers.
Councillor Martin McPherson said while people had to be encouraged to make submissions the council would ultimately decide what would be in the plan and then people felt they had not been listened to.
Negativity in the community and on social media was being driven by a particular core, he said.
"It’s surprising how many people are reading that and saying it’s bulls...
"People who are participating in this community know it’s not right.
"People need to remind others what is being posted is not accurate."
There was no point in arguing with people on social media, he said.
"They are energy vampires.
"You can’t argue with them when they have gone down a rabbit hole."
While there had always been people unhappy with the council it had never been to the extent of the the "angry and anti-brigade, keyboard warriors" today, Mr McPherson said.
"I joke I do my best work in the supermarket.
"Christine sends me down for a pint of milk and I get back an hour and a-half later.
"Ratepayers have questions but understand when it’s explained."
Part of the problem was they were "stuck with us".
It was not like buying petrol where they could go to another supplier if they were unhappy with their usual one, he said.
He was not a fan of town hall meetings for consultation.
"There’s not a lot of listening going on, just angry people stand up up and yell."
Lynley Claridge said the response was a sign that people were feeling pinched.
Mr Cromb said people had to understand councillors and board members were keen to help the community.
"No-one is in local government to get rich."
He urged all board members to attend as many public consultation sessions in the ward as possible.
Consultation on the plan opens late this month.
Drop-in sessions would be held around the region and online.
