McSweeney’s Internet Tendency makes me giggle. From Our Killer Appears to be a Millennial:

“So we start creating content that feels authentically shareable—vines, photos, longreads, whatever. It’s all gotta speak to his interests as an always-on, social-focused doer/maker who might work as a barista during the day but spends his evenings following his true passion of DIY electronics.

Sure, I know, then we have a bunch of content, but how the hell is that gonna nab us the most vicious serial killer seen in our metro area since the 1970s? Simple: we aggregate all of this content in an immersive, media-rich microsite.”