Various bits of social media began vibrating rapidly recently when it was discovered that white supremacists had fooled Google into providing inaccurate information about Boas and cultural relativism. The situation is now apparently resolved, but it isn’t a new problem. Old-timey internet veterans will remember that martinlutherking.org has been run by Stormfront for, like, decades. But this latest kerfuffle should give us the opportunity to think about our priorities as anthropologists writing for the general public today. In a previous post, I argued that there is a difference between the older ‘heroic’ public anthropology and ‘new’, more important public anthropology. Today I want to expand on this point and emphasize that we need shift our conception of public anthropology away from older, moribund genres and to newer, more important, but less familiar ways of reaching the public.