1) Post an anonymous rumour about your character or others in StE! They can be silly ("I hear Julien and Torin have a secret nest full of bird eggs they're raising together!") or serious ("A reliable source told me that Danny is the one leaking info to the mafia!")
2) Wash, rinse, repeat.
3) Respond ICly to other people's rumours.
4) It's almost like I'm in high school again! Except if any of you start calling me four-eyes I'll bash yer fookin 'eads in I swear on me mum.