I think when you get right down to the Nazi salutes and the "You (jew) will not replace us" rhetoric, you just have to go ahead and call these people "Nazis". This isn't an "white working class economic insecurity" thing--this is just racism and brutality. The alt-right isn't new. It's a resurgence of the same old racism with a grotesque twist. People who claim they are joking with the "Sieg Heil" and "lugenpresse" talk aren't actually joking, they just want to ignore that this is the direction they are silly-walking their way towards.
But when "blood and soil" and all that rot come up in earnestness, pay attention to who still carries the torch and who they are carrying it for. It isn't humorous at all.