How To Advocate on Social Media
Social Media Advocacy, Cold Cases Advocacy, Cold Case Advocates
🔹 SECTION 1: Overview – The Power of Social Media in Cold Cases
Quick stats (e.g. how social media helped cases like Gabby Petito, Alicia Navarro)
Emotional appeal: "Why your voice matters"
Emphasize respectful, truth-based, and consistent advocacy
🔹 SECTION 2: How to Advocate on FACEBOOK
Use of profile frames and cover photos
Starting a dedicated Facebook page vs using personal account
Creating event pages for vigils, search parties, etc.
Sample post templates:
👤 “This is my cousin, Jennifer. She’s been missing since 2019...”
📸 Post structure: image + date/location + hashtags + call to action
Facebook Groups: joining existing groups or creating local awareness groups
Boosting posts ($5–$20 tips) if budget allows
🔹 SECTION 3: How to Advocate on INSTAGRAM
Creating graphics in Canva (link to templates)
Optimal post format: photo carousel (image of person + details + contact info)
Caption structure: Start with urgency 👉 then case facts 👉 end with call to action
Hashtags to use: #Missing #JusticeFor[Name] #ColdCase + geo-tags
How to use Stories and Reels to drive awareness
Highlight: example of a real case that gained traction via IG
🔹 SECTION 4: How to Advocate on TIKTOK
How to tell a short, respectful case story in 15–60 seconds
Using trending sounds ethically (e.g. sad piano or instrumental)
On-camera storytelling vs image slideshow videos
Tips:
Always include the last known location/date
Add text overlays
Include tip line or contact in the last frame
Sample script for voiceover:
“This is Tyler, age 17. He disappeared in Houston, Texas in 2021. His family hasn’t heard from him since. If you know anything…”
🔹 SECTION 5: Engaging & Growing Awareness
Encouraging resharing: "Please share even if you don’t know them"
Tagging media outlets, local PDs, and influencers
Thanking people who repost or support
Responding to DMs and comments respectfully
Avoiding misinformation and gossip
🔹 SECTION 6: Templates, Checklists & Tools
✅ Daily/Weekly Advocacy Checklist
🧰 Canva Templates (with blank fields)
📝 Caption writing formulas
🔗 Linktree/Beacons setup tutorial
📆 Suggested posting schedule (3x/week minimum)
🔹 SECTION 1: Overview – The Power of Social Media in Cold Cases
In today’s world, social media is one of the most powerful tools in the fight for justice. Platforms like Facebook, Instagram, and TikTok have become digital megaphones—amplifying the stories of the missing and murdered, helping families reach new audiences, and sometimes even generating critical leads that solve cold cases.
📊 Real-World Impact
Gabby Petito (2021): Her case gained widespread attention after TikTok users and YouTubers began dissecting her disappearance, leading to intense media scrutiny and pressure on law enforcement.
Alicia Navarro (Missing 2019, Found 2023): Online advocates continued to share her photo and updates for years. These efforts kept her story alive long after traditional media had moved on.
Jayme Closs (2018): Facebook shares helped mobilize communities and kept her photo circulating—she later escaped captivity and was rescued.
These examples prove that what you post, share, and say online can make a real-world difference.
💔 Why Your Voice Matters
You don’t need to be a detective, journalist, or influencer to make an impact. You just need to care—and to use your voice responsibly.
When you share a missing person's photo, tell their story, or ask others to spread awareness, you're:
Keeping their name alive
Applying pressure on investigators
Reaching someone who might know something
Showing their family they are not forgotten
It takes seconds to post. But that post could lead to the one person who has the key to unlock the truth.
✅ The Core of Digital Advocacy
As you begin your journey as a digital advocate, always center your actions on three guiding principles:
Be Respectful
Speak with care and empathy—especially when talking about victims, families, and suspects.
Avoid rumors, conspiracy theories, and sensationalism.
Be Truth-Based
Stick to verified facts.
Cite sources when possible (e.g. police reports, media articles, family statements).
Be Consistent
A single post is powerful—but ongoing advocacy is what keeps a case alive.
Consider setting a weekly reminder to share or update on the case(s) you care about most.
Together, we can be the voice for those who can no longer speak and shine a light into the darkest corners. Social media may not solve every case—but it can spark the conversations, leads, and awareness that make justice possible.
🔹 SECTION 2: How to Advocate on FACEBOOK
With over 2.9 billion users worldwide, Facebook remains one of the most effective platforms to raise awareness for missing and murdered individuals. Its powerful sharing capabilities, group features, and event tools make it ideal for grassroots advocacy.
🖼️ Use of Profile Frames and Cover Photos
One of the simplest yet most visible ways to support a case is by changing your:
Profile picture frame to say “Missing – Help Bring [Name] Home”
Cover photo to include a poster or image of the missing person
This keeps the case top-of-mind for anyone visiting your profile and encourages conversation.
📄 Starting a Dedicated Facebook Page vs. Using Your Personal Account
✅ Personal Account
Best for starting quickly
Allows you to post personal appeals to friends and family
Builds a foundation of trust and emotional connection
✅ Dedicated Facebook Page
Offers more tools: analytics, scheduled posts, and boosted ads
Looks more official and can grow over time
Keeps content organized and focused on the case
📌 Recommendation: Start with your personal account, then build a page if you’re committed to long-term advocacy or want to organize community involvement.
📆 Creating Event Pages
Use Facebook Events to organize and promote:
Candlelight vigils
Missing person awareness walks
Search efforts or volunteer gatherings
Memorials and justice rallies
💡 Event pages allow people to RSVP, get reminders, and share the event easily with others—amplifying your reach beyond your own friend list.
📝 Sample Post Templates
Here are a few plug-and-play templates you or others can use:
👤 Personal Appeal:
“This is my cousin, Jennifer. She’s been missing since October 3, 2019, from Tulsa, Oklahoma. She was last seen leaving work around 9:00 PM and hasn’t been heard from since. Our family is desperate for answers. Please share her story. If you know anything—no matter how small—call (918) 555-1234.”
📸 Structured Poster Post:
🆘 MISSING PERSON ALERT
📍 Location: Austin, Texas
📅 Last Seen: June 15, 2022
👩 Name: Madison Leigh, Age 23
Madison was last seen leaving her apartment complex in South Austin. She never showed up for work and her phone last pinged 2 miles from her home.
📞 If you have any information, please contact the Austin Police Department at (512) 974-5000.
🔁 Please SHARE this post – you might be the reason someone comes forward.
#JusticeForMadison #Missing #AustinTexas #ColdCase #FindMadisonLeigh
👥 Join and Engage in Facebook Groups
Join existing groups such as:
“Missing People USA”
“Cold Case Advocacy Network”
Local “Crime Watch” or “Justice for [Victim]” groups
Or create your own group:
Build a community around one case
Share updates, media coverage, and encourage members to repost
🗣 Tip: Be polite, provide clear case summaries, and avoid spammy posting. Build trust by showing you care and engaging respectfully.
💵 Boosting Posts ($5–$20 Budget Tips)
Boosting posts can help reach thousands of people beyond your circle, especially in the geographic area where the person went missing.
Best practices:
Boost posts with clear images and emotional calls to action
Target by zip code, city, or region
Run ads for 3–7 days to maintain visibility
Set a low daily budget ($5–$10 per day can go far)
⚠️ Always use accurate, respectful language—your ad must pass Facebook’s review process and be clear of sensationalism.
💡 Pro Tip
Pin your most important post to the top of your page so it’s the first thing people see. Update it regularly with new leads, dates, or media coverage.
🔹 SECTION 3: How to Advocate on INSTAGRAM
Instagram is a highly visual platform ideal for sharing compelling stories through photos, graphics, and short videos. With over 2 billion monthly active users, it offers a unique space to raise awareness and build emotional engagement—especially among younger audiences who are highly active in social justice and advocacy.
🎨 Creating Powerful Graphics in Canva
Professional-looking visuals dramatically increase the chances of your post being shared.
Use free tools like Canva to create:
Missing person posters
Quote graphics from family members
Timeline slides
Case summaries with photos and contact info
💡 Canva templates can save time and ensure brand consistency. You can also create a downloadable kit of pre-made templates to share with others advocating for the same person.
📸 Optimal Post Format: Carousel Posts
Instagram allows carousel posts (up to 10 images), which are ideal for advocacy.
A recommended structure:
Slide 1: Clear photo of the person with “MISSING” or “STILL UNSOLVED” overlay
Slide 2: Name, age, date last seen, and city/state
Slide 3–4: Timeline or last known movements
Slide 5: Contact info or police case number
Slide 6+: Quotes from family, flyers, media coverage links
📌 Always make the first image arresting and easy to read, even when small in size.
📝 Caption Structure: Tell a Story that Moves People
Follow this simple 3-part caption formula:
🔥 1. Start with urgency
🚨 Have you seen Maria Gonzalez? She vanished from Denver in 2020 and hasn’t been seen since.
🔎 2. Share the facts
Maria was last seen leaving her job around 8:45 PM. Her phone was found in her car, which was parked three blocks away. Surveillance footage was missing from the nearby building. She was 27 at the time of her disappearance.
📣 3. End with a clear call to action
Please share this post. If you have any information, call (303) 555-0011. Her family deserves answers. #JusticeForMaria
🔖 Hashtags to Use
Hashtags increase discoverability and allow your post to be found by others in the advocacy space.
🔁 General Hashtags:
#Missing
#ColdCase
#Unsolved
#JusticeFor[FirstName]
#HelpFind[Name]
🌍 Location-Based Hashtags:
#[City]Crime
#[State]Missing
#MissingIn[City]
#[City]News
Use geotags too (e.g. "Phoenix, AZ")
📌 Use a mix of 10–20 hashtags, placing them either at the bottom of the caption or in the first comment.
📲 Using Stories and Reels for Advocacy
Instagram’s Stories and Reels offer fast-moving, high-engagement formats to spread awareness.
💬 Stories:
Share missing flyers and “Add Yours” sticker challenges (e.g. “Share a missing person case you care about”)
Use polls (e.g. “Have you heard of this case before?”) to boost interaction
Highlight saved Stories (e.g. "Active Cases", "Justice")
🎞️ Reels:
Create 15–30 second video summaries of the case
Use a calm, serious tone and text overlay to guide the viewer
Add emotional or instrumental music for impact
Include contact info in the last frame
💡 Reels are favored by the algorithm and can go viral far beyond your follower list.
🌟 Case Spotlight: Alexis Gabe
In 2022, Instagram played a major role in keeping Alexis Gabe’s disappearance in the public eye. Her family consistently posted graphics, Reels, and updates—gathering thousands of followers who reshared her story. The momentum kept pressure on authorities and media, ultimately leading to widespread awareness and national attention.
With visual storytelling and the right structure, Instagram becomes a powerful memorial, bulletin board, and amplifier all in one. Never underestimate how one well-structured post could reach the one person who knows something.
🔹 SECTION 4: How to Advocate on TIKTOK
TikTok is one of the fastest-growing platforms for digital advocacy, with billions of daily views and a young, engaged audience that is often eager to spread awareness about injustice. The key is telling short, powerful, and respectful stories that invite viewers to take action.
🎥 How to Tell a Short, Respectful Case Story (15–60 Seconds)
You don’t need fancy editing or a big following—what matters most is clarity, compassion, and consistency.
Keep it simple and structured:
📍 Start with WHO and WHERE: Name, age, city/state
📅 Add WHEN: Date they were last seen
🔍 Include WHAT is known: Last actions, belongings found, known details
📣 End with HOW to help: Tip line, police contact, or a call to share
💡 Always check facts and avoid speculation. If you aren’t related to the family, be especially cautious in how you frame your words.
🎶 Using Trending Sounds (Ethically)
TikTok trends move fast—and music plays a big role in discoverability.
Choose emotional instrumentals, like soft piano or ambient tracks.
Avoid using upbeat or meme sounds that can undermine the seriousness of the case.
Look for trending audio that matches the tone of your message—calm, respectful, and focused.
🎵 Pro Tip: You can lower the volume of the music and raise the voiceover so the story remains clear and impactful.
👤 On-Camera Storytelling vs. Image Slideshows
Both formats work—choose the one you’re most comfortable with.
🎙️ On-Camera (Face-to-Camera)
Builds trust and feels more personal
Speak clearly, with a calm and serious tone
Use subtitles for accessibility
🖼️ Image Slideshow
Use 3–5 clear photos of the person
Add text overlays with date, location, and facts
End with a slide that shows contact info and a call to action
🧩 Bonus: Combine both! Start with a personal intro and transition to a visual breakdown.
🛠️ Tips for Building Effective TikToks
📍 Always include the last known location and date
✍️ Add text overlays for clarity and accessibility
📞 Include the tip line or contact info in the final frame
🔁 Use TikTok’s “duet” or “stitch” features to expand reach
📈 Use relevant hashtags (e.g. #Missing #JusticeFor[Name] #Unsolved #ColdCase)
🎤 Sample Script for Voiceover
“This is Tyler, age 17. He disappeared in Houston, Texas in 2021. His family hasn’t heard from him since. His backpack was found two blocks from his school, but his phone has been off ever since. He was last seen wearing a grey hoodie and jeans. If you know anything about Tyler’s disappearance, please call (713) 555-0199. Please share this video—you never know who might see it.”
🎞️ This script can be read aloud or placed as text with visuals and background music. Keep your voice calm, clear, and compassionate.
🌟 TikTok Advocacy Works
In recent years, countless cold cases have been brought back into the public eye thanks to TikTok users creating short, informative videos. Videos advocating for people like Daniel Robinson and Lauren Cho went viral, sparking renewed media interest and pressuring investigators to act.
When used thoughtfully, TikTok becomes more than just entertainment—it becomes a lifeline. With every share, stitch, or like, you amplify the voices of the missing and offer hope to families searching for answers.
🔹 SECTION 5: Engaging & Growing Awareness
Sharing a post is just the first step. The real power of advocacy comes from creating momentum, building trust, and encouraging others to take the case personally—even if they don’t know the person. The goal is to keep the story alive, raise public pressure, and reach the one person who might hold the key to answers.
🔁 Encouraging Reposting & Resharing
The most powerful words in your post might be:
“Please share—even if you don’t know them.”
This simple sentence removes hesitation. Many people aren’t sure if it’s “their place” to share a stranger’s story. Remind them that their post might be seen by someone in the right place, with the right memory, at the right time.
💬 Add this CTA to the bottom of your posts:
“Even one reshare could help bring someone home. Please help us keep their name in the spotlight.”
📣 Tag Media Outlets, Local PDs, and Influencers
Tagging increases visibility—and can lead to reposts, news coverage, or investigative attention.
Who to tag:
Local news stations and reporters
National advocacy accounts (e.g. @BlackAndMissingFDN, @MissingPeople)
Police department social media accounts
Community influencers or activists
📌 Don’t spam every post. Focus on geographic relevance and respectful outreach. Try tagging 3–5 relevant accounts per post.
🙏 Thanking Those Who Share or Support
Engagement builds momentum—and showing gratitude keeps people involved.
Thank people in the comments when they share
Repost Stories or share user-created content
Use phrases like:
“Thank you for helping us keep [Name]’s story alive.”
“Every share is one step closer to answers. We appreciate you.”
💡 Pro Tip: Keep a highlight on Instagram called “Supporters” or “Reposts” where you showcase user advocacy.
💬 Responding to Comments & DMs Respectfully
You may receive a wide range of responses—some helpful, others emotional, skeptical, or confused. Set a tone of professionalism and compassion in every reply.
If someone offers information: encourage them to report it to the police or tip line.
If someone is misinformed: calmly correct them with verified details.
If someone is rude: stay grounded, or don’t respond. Never escalate.
👂 Remember: you are a voice for the voiceless. Patience and clarity go a long way.
⚠️ Avoiding Misinformation and Gossip
In advocacy, credibility is everything. Spreading unverified claims—even unintentionally—can:
Distract from real leads
Damage families emotionally
Hurt your reputation or get your posts flagged
Always check before posting:
Is this confirmed by police, media, or the family?
If it's a theory, is it clearly labeled as such?
Does it protect the dignity of the victim?
🚫 Avoid speculation, rumor sharing, or blaming—especially if the facts are still unfolding.
Real advocacy is a marathon, not a moment. By creating respectful, accurate, and widely shared content, you are giving the missing and murdered what they need most: a voice that refuses to be silenced.
🔹 SECTION 6: Templates, Checklists & Tools
You don’t have to be a graphic designer or social media expert to advocate effectively. With the right tools and structure, you can create powerful, consistent posts that increase visibility and help families feel seen and supported. This section gives you everything you need to take action—today and every day.
✅ Daily/Weekly Advocacy Checklist
Use this checklist to stay consistent and purposeful in your advocacy efforts:
🔹 Daily Tasks
🔄 Share or repost a case from your own profile or a credible source
💬 Engage with comments or messages (respectfully)
📥 Check for updates or new tips to post
🕯️ Send a supportive message to a victim’s family (if appropriate)
🔹 Weekly Tasks
📸 Create or schedule 1–3 case posts
🗂️ Research and update facts on older cases
🧑🤝🧑 Join or engage in relevant Facebook/Instagram groups
📣 Tag local media or community accounts on important posts
🧭 Evaluate which posts performed best (to guide next week)
Print this or save it digitally—consistency is key to building awareness over time.
🧰 Customizable Canva Templates
Don’t start from scratch—use pre-made, plug-and-play templates to create:
📍 Missing person posters
📅 Timeline graphics
📞 Contact info slides
🕯️ Vigil or event invitations
🔗 Download your free templates here: (Insert your Canva template link)
💡 Tip: You can use Canva's free version to change names, photos, and case details. Keep branding clean and respectful—less is more.
📝 Caption Writing Formulas
Writing captions can feel overwhelming. Here are 3 easy formulas to follow:
📢 URGENT CASE ALERT
🚨 [Name], age [X], has been missing from [City, State] since [Date]. They were last seen [brief last known info].
🧩 If you have any info, call [Phone #] or your local police department.
🔁 Please SHARE this post. You might be the person who helps bring them home.
#Missing #JusticeFor[Name] #[City] #[State]
🧠 COLD CASE RECAP
[Name] disappeared from [City, State] in [Year]. Despite [#] years passing, their family still has no answers.
What we know: [Insert 1–2 case facts].
The family is still asking for help. Please share, remember, and speak their name.
📞 Tip line: [Phone #]
#Unsolved #ColdCase #[City] #[State]
💔 VICTIM TRIBUTE POST
[Name] was known for [positive traits or memories]. Their story deserves to be told.
They were taken too soon, and justice still hasn’t been served.
Light a candle, say their name, and please share.
#SayTheirName #JusticeFor[Name] #[City]
🔗 Linktree / Beacons Setup Tutorial
You’ll want one central link that houses:
Your advocacy pages
Donation/fundraiser links
Media coverage
Tip submission forms
Tools to use:
💡 Steps:
Create a free account on Linktree or Beacons
Add titles like “Active Case Files,” “Donate,” or “Submit a Tip”
Paste this master link in all your social bios
Update it weekly with new or urgent content
This makes your page a hub for awareness, even when people only see your bio.
📆 Suggested Posting Schedule
Consistency keeps a case from fading into silence. Here’s a manageable routine:
🔹 3x Per Week Minimum
Monday: Case of the Week Post
Wednesday: Timeline update or graphic repost
Friday: Video or Reel recap + Call to Action
Bonus:
Use Stories daily for quick shares, updates, or shout-outs.
Use Weekends for resharing older cases or compiling “Still Missing” summaries.
📌 You can batch content in advance using scheduling tools like Meta Business Suite (for Facebook/IG) or Later.com.
By using these templates, tools, and routines, you're not just posting—you're building a system for lasting advocacy. One that can grow, evolve, and help shine a light on forgotten names and unfinished stories.