Yes, we know that the majority are either apathetic or inclined for understandable reasons to not think the worst about a child's parents.
But you have to recognise that a great many - millions over the world - are fascinated by true crime cases and until there is evidence in the public domain to support your opinion, this case will always fascinate many of them. That's not because of anything the social media folk have done, that's because of the evidence (or lack of it).
An underlying issue, IMO, is the tabloid sensationalism, which then fuels speculation and a trial by media.
I'm not just thinking of the McCann and the Cipriano cases in Portugal, but the Jo Yeates case in the UK, and numerous ones in the US and no doubt elsewhere as well.
A US case in point is the disappearance of Kyron Horman. When this little boy disappeared around 5 years ago, the tabloids were all over it (quite possibly with some irresponsible police half-baked leaks) and the commentariat fully expected the stepmum to be arrested for murder (and I've no idea whether she's innocent or guilty). Five years on, the father is now expressing hope that he may still be alive...
In the meantime, of course, the stepmum's reputation is in shreds due to the speculation to the point where she has had a hard time even finding a job.
http://www.katu.com/news/investigators/Five-years-later-why-Kyron-Hormans-dad-believes-hes-alive-305768091.htmlAnother issue is the glee with which people objectify / dehumanise others - they are no longer treated as human beings caught up in a tragedy, but more like characters in a video game who don't really exist.