The alert, sent out by mimicking UNC's emergency notification system, claimed a shooting had occurred and it had affected 500 students. Which is a large fucking number when it comes to a shooting. On closer inspection, readers could see the alert was just a new way to plug online interaction.
The victim is described as a blue, outdated social network. The current suspect is Bevii, a mobile, location-based social network only available to select Universities.
College student entrepreneurship is an excellent thing. It's how some of our best innovations came about. But marketing new inventions in the context of a mass murder is maybe not so bright.