The San Jose Police Officers Association started its attack ad blitz for the June 5 primary election, and the cops aren’t just doing mailers and push polls—they’re also pulling out all the social-media stops. A new Facebook page, “Rose Herrera-Let’s not be fooled again,’ calls the San Jose councilmember a “slumlord’ and “fraud’ on issues dealing with water rates, public safety and giveaways to millionaires (see A’s owner Lew Wolff). Also included on the Facebook page, which as of presstime had more than 330 likes, is a sharply worded letter from former county Supervisor and state Assemblymember Dom Cortese. The retired politico even posed for a picture while reading the newspaper and looking dismayed. It’s worth noting that current county Supervisor Dave Cortese—Dom’s son and a likely candidate to run for mayor of San Jose in 2014—supports Herrera’s main opponent in District 8, East Side school board member Patricia Martinez-Roach. “It’s clearly personal with him,’ says Sam Liccardo, Herrera’s colleague on the council and a potential opponent of Dave’s in the 2014 mayor’s race. The firefighters and nurses unions have their own attack ads, showing that Cindy Chavez, CEO of the South Bay Labor Council—which endorsed Herrera’s candidacy in 2008 but can’t stand her these days—still knows how to circle the wagons to enforce discipline. That became especially true when Sheriff Laurie Smith joined Herrera’s opponents by retracting her endorsement. Herrera found out via text message from Fly. Conservative estimates peg at least a $50K tab on the attacks against Herrera.