Social media sites with names like 'Find Sidney Randall' are getting the word out that the 14-year-old is missing.
The Facebook page already has more than 1,000 followers and, unlike traditional media outlets, they operate with zero time constraints.
"People are on there 24-7 and it can spread from one friend to another," said Lieutenant Carl Minden.
When the information being shared is correct it can be invaluable.
"On the other hand this information might reach people who are harmful," said Dr. Avinash Thombre a professor of communication at UALR.
Dr. Thombre said there needs to be a balance between getting information out and understanding what information will help.
Lieutenant Minden with the Pulaski County Sheriff's Office agrees.
He said some evidence needs to be guarded.
So before you click 'share' he said to run it by law enforcement first.
"If you work hand and hand with them," he said. "It can really be beneficial that way. "
And the benefits of social media reach even further.
For parents or friends of the victim, who may feel helpless, it can help them cope.
"To talk to people to respond to get info back, console them," said Dr. Thombre.
Kind words in a dark tim, can go a long way.
Also something to remember when someone does send crucial information to these sites.
It's then your responsibility to forward that along to police.