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Well the other thing is, practically speaking, it didn't seem at first like the type of case where sharing missing photos would help. Sharing missing photos helps in those cases where like, the person left their house and there was never any sign of them again. I think the circumstances on the 19th indicated one of two conclusions at the time: a) the killer murdered Kam and Bryer and then took Professor Dyck's vehicle, or b) they were the killers. My guess is, most people who knew them assumed scenario a) had happened and that their bodies would probably be found nearby.
Sharing missing photos also helps in cases which have little publicity. This was already a huge international news story (I even remember seeing it on the news at the laundromat and I live 3000+ miles away) and probably every person who lived in the general region of the murders knew about it, so there wouldn't be much benefit to sharing it. Maybe I'm just thinking about it too practically, but that's what I'm thinking of...I don't know if my first impulse would be to share on social media, either.
Missing local (from same province or even close) people are a big deal where I'm from and posts spread fast. You never know who knows who so people tend to share to try to help. Maybe it's an island thing.
There are all kinds - people with mental health issues, people "who may be" at risk for self harm, people who suffer from dementia (two big cases I've seen spread like crazy on FB from the island and one from the mainland this year), known drug addicts, prostitutes, teenagers, kids under 13, etc.
But exactly like you say - it was huge news about Chynna and Lucas so then when all of a sudden Bryer and Kam are missing, people should've been freaking out trying to find them in hopes they weren't victims themselves! At least to know they were safe in case on the road in a no cell zone.