Wouldn't/won't there be a paper trail of their losses somewhere in someone's quarterly reports?
Short and hold. Probably only a loss when you sell, and/or these are not necessarily entities who are required to publically report anything.
Even with the squeeze in 2013, I think the short position never went below about 15% of float, to my understanding, far far more than the average publicly traded company.
So perhaps a baseline of about 15% short as part of this PR campaign, and then typically another 10% or so of 1) traders jumping in on the volatility, 2) innocent bystanders getting doused with that "Tesla scam" koolaide.