Seven boaters from the San Francisco Bay area are still missing after their fishing expedition ended with a tragic capsize off the coast of Mexico.
The missing boaters' families have taken to Facebook to not only keep in tighter communication, but also to keep awareness high that their loved ones are still unfound. The page is titled Find Our Fathers.
There is also a PayPal account set up, for "the collection of donations to help fund the search and rescue efforts."
Facebook has become the longer-tail version of breaking news events, with people effected by tornadoes or missing family members using the social network for what it's best at: communicating.
Comments range from prayers of safe returns to calls for "flooding" Rep. Jackie Spiers with requests to continue the search and rescue.