This is not the world I expected.

The firm that NG has apparently engaged for online reputation management (ORM), called edendale, was once paid for their professional testimony in an unrelated slander lawsuit, which was delivered in the form of a report (2) outlining the strategy ORM firms use and (2) just how ludicrously expensive those professional services cost. (Credit to horrornobody77 for digging up the report.) We’re talking hundred of thousands of dollars for a small potatoes case, where NG’s could easily get into the millions for ORM and associated legal fees.

It’s not that long of a read, but to summarize the key action items you can take:

📆 -ORMs wait for the discourse to die down, because active discourse is much more expensive to counter. Wanna cost NG money? Talk about the accusations over time. Set a quarterly calendar event in your phone to remind yourself to post (and otherwise engage on other people’s posts) about the Vulture article. This needs to happens for years, so that NG has to pay for more comprehensive ORM and for longer.

✅-Make discourse that is Google-friendly. Use the words edendale will find concerning (they’re already running fluff pieces with the terms Neil Gaiman Uncovered to try and bury the similarly named subreddit.) If you just post a link without much comment, it’s not gonna be prioritized by search engines. Similarly, if you make a low effort post and then no one else engages with it—it’s not going to make it to the top ten search results. Engage with each other, for heaven’s sake!

🦾-Don’t let the fluff sit unaddressed. If you see random bot posts sharing NG quotes captioning random fantasy art (possibly AI or misattributed /stolen) with the comments turned on? Respond! Make it hard for the bots to understand your comment but easy for humans. “Nice quote! Mega bummer about what NG did, I used to really like him,” is hard for a bot to auto-delete. “Fuck NG,” is practically doing the bot’s autodelete command for it.

✍️ -If/when you post fan works for properties strongly related to Neil Gaiman, leave a lil callout in the author’s notes. Nothing that will get you sued, just a few words like: “I would definitely personally choose to not ever meet Neil Gaiman at a comic con.” Maybe throw in a link to your fav tumblr summary.

Anyway, to the person being paid hundreds or thousands of dollars per hour by Neil Gaiman for professional services—you’re welcome for the extra billable hours 😘