I don't follow a lot of cases, but I would say on the social media side I've never seen a phenomenon like it? I know a lot of families do start up FB pages for missing people nowadays, but this one seemed to take off and just keep snowballing in size and activity.
The family have expertise, and know more people with more expertise, which is not normally present, and they've used it to their advantage in an amazing way.
I think it helped to get people identified who were on CCTV. I could say "what's the point of people sharing stories about this to friends/relatives all over the world" but the flipside of that is that people in BSE and the surrounding areas probably got more drawn into this case because there were people all over the country and even in other countries who were following it.
The media likes social media things that are getting a big following, so having a big social media footprint definitely helps attract the media to talk about the case more than they otherwise would. The thing is that with missing person cases you don't normally need national and international TV and headlines to find out what happened. I read that most missing people are found within 40 miles of the place they went missing from. So it's the local headlines and coverage that's needed, but I think that's hard to get these days...people either no longer get free local papers or they don't buy the local paper, or even the national papers. I don't buy papers or watch TV. I think the family have done an amazing job.
The other thing is that this national 'following' of the case by so many people who have been making so much noise and writing letters etc, it got Corrie mentioned in parliament. That's down to Corrie being an active serviceman, but that status helped to draw a lot of people into the case in the first place even if they weren't local to BSE. And getting MPs saying to the effect of this case is deserving of an almost blank cheque must surely be helpful for SP when faced with an approximately half a million pound bill for the landfill search alone.
Why did they turn down help from the detectives 'organisation'. I don't think Nicola has mentioned her reasons publicly and she's the only one who knows. She ended up saying that she'd decided to go with Forbes' team instead of hiring private detectives because she felt at that point that the police were doing a good job and that Forbes' team had a better chance of contributing novel information to the investigation that the police couldn't do themselves and that most PI's would not be able to do.