The official Cleveland Police Twitter and Facebook accounts will be emblazoned with the image of missing Scott Fletcher in a bid to capture more information on the third anniversary of his disappearance.
The force crest has been the profile picture on the accounts for the past four years.
But for the first time the social media profiles are being changed to show Scott’s face for three hours on Sunday May 11, the day police believe he went missing.
It is hoped that the impact of social media will help to bring vital clues or prick the conscience of anyone withholding information.
In December 2013, police revealed that Scott had some links to the criminal fraternity and that he was in some debt prior to his disappearance.
Hartlepool born and bred Scott was reported missing to police on May 18, 2011.
After following up numerous lines of enquiry, speaking with hundreds of people and visiting other areas of the country, officers still have no vital clues as to his whereabouts.
Pop star Cheryl Cole says she has been subjected to vicious attacks, on Twitter and Facebook, for more than a year.
Cheryl, 29, spoke about the cyber bullies in an interview with Grazia magazine and said that she could relate to the teenagers helped by her charity, The Cheryl Cole Foundation.
The Cheryl Cole Foundation helps The Prince's Trust work with young people in the North East. Through it beneficiaries learn new skills and build their confidence.