When Loren O'Keeffe's brother Daniel went missing she dropped everything to search for him. Now that search has led to a national missing persons network. Source: News Limited

Almost four years ago, Loren O’Keeffe’s brother Dan vanished from the family’s home in Geelong, Victoria. He hasn’t been seen since.

In those initial few days and weeks, the O’Keeffe’s were at a loss. Devastated, they didn’t know what to do with themselves or where to turn for answers. Ms O’Keeffe, 30, doesn’t want others to experience that same torment.

“Mum said it’s like having your guts ripped out. It’s bizarre, it’s excruciating, it’s torture. If it’s raining I think ‘Is Dan safe? Is he under cover? Is he dry? Is he warm?, Has he eaten? There are so many unknowns it can drive you insane.”

Instead, she is focusing her energy on the Missing Persons Advocacy Network (MPAN), which had humble beginnings as a website but has grown into a registered charity.

Loren O'Keeffe started the Missing Persons Advocacy Network after her brother Dan went missing in 2011. Source: News Corp Australia

In recent days, the family of NSW teenager Clancy Ellis has used social media as they searched desperately for her.

While Ms Ellis has made contact with her family, and police no longer have fears for her safety, many missing people don’t.

Ms O’Keeffe told news.com.au her brother’s case didn’t prompt police to drop everything and launch a major search.

“Some of the criteria didn’t match the urgency for police. Dan was an adult male and there were no suspicious circumstances so we really didn’t have anywhere to turn but the public.”

It was then they discovered the power of social media when they created a Facebook page for the search for Dan.

“Social media was incredible, it’s a force, once something is on Facebook it can really go a long way.”

Missing man Daniel O'Keeffe and his sister Loren. Source: Supplied

Even now, the hope technology like social media provides to missing persons cases still amazes her.

The only confirmed sighting of her brother began with a Facebook post that was picked up by Channel 10. A woman in Brisbane saw the news report and got in touch with the family.

“We get calls and photos from people almost every day. Where they have actually taken a picture of someone who looks like Dan of homeless people that look like Dan. So there’s that instant communication from people all around the country. Twenty-odd years ago you couldn’t do that, it was a bloody nightmare.”

In a recent example, a real estate agent thought she met Dan at an inspection. “She started filming this guy subtly, so it wasn’t worrying, and sent it through to us.”

It wasn’t him but it was a lead that was ruled out quickly, “so we’re not waiting for hours, and days, and weeks and months for the police to follow up because we know it’s not a priority for them”.

The idea behind MPAN is to arm panicked relatives and friends with practical advice.

“Not everyone in a frantic situation knows how to construct a media release, or knows where to send it or how to make a poster appeal. Ultimately you try and catch everyone’s attention and that’s not easy.”

Small things like that convinced her there was a need for some practical help for families who suddenly found themselves missing a loved one.

“My approach to Dan’s campaign wasn’t focused on the emotional side ... my ultimate goal was to provide a practical resource.

It started with a missing persons guide with some quick ideas on what people could initially do, and who to contact as well as a built in template for posters, and media releases.

“All those things you need to access in a short amount of time.”

Police resources were so stretched they couldn’t react every time the way a family wanted — but at the same time, family members were in the best position to know.

“No one knows that missing people better than their families and they’re in the best position to decide what’s appropriate.”

Loren O’Keeffe worked with the family of Dane Kowalski when he was missing. Source: Supplied

“Even though Dan was an adult male [and there was nothing immediately suspicious] we knew he was vulnerable because of a mental illness, so it’s really family who should be making those decisions.”

If families were better informed, they wouldn’t be calling police “every 20 minutes” asking police to do things.

“It gives them a bit of control.”

Ms O’Keeffe was hoping to partner with police so whenever someone went missing family members knew realistically what to expect.

“Don’t expect helicopters with heatseekers and doorknocks ... You base it on TV and their unlimited resources.”

An unexpected result from the website was it had made people who were “thinking of going missing” rethink their plans.

“It’s prompted them to seek help ... But they’ve seen how [our case] has affected our family, so they’ve gone to see a psychologist and decided not to go missing. That’s the magic in all of this. Hopefully we can prevent other families going through this heartache.”

Nationally, 35,000 people go missing each year. A large majority of these people are found, often within days, but there are more than 1600 long-term missing people.

Her ambition is for families of the missing to be told “straight up” what to expect and from there, with the help of MPAN, decide what the best course of action is.

She believes being missing was a community issue, not a police one.

“Police have a job to do, they have to prioritise crime, and being missing isn’t a crime unless there is something suspicious.”