When law enforcement authorities gathered to discuss details of a mass shooting in West Texas that left seven people dead, there was one bit of information they refused to provide on live television: the name of the gunman.

Instead, they decided to release the name through a Facebook post. Odessa Police Chief Michael Gerke made it plain why he wouldn’t mention the name at the news conference: “I’m not going to give him any notoriety for what he did.”

Even with such restraint, it remained a challenge to curb the spread of the gunman’s name. The Odessa Police Department has fewer than 25,000 followers of its Facebook page, but the social media platform easily reaches millions of Facebook’s members around the globe and the post was shared hundreds of times. Within minutes, Twitter lit up with posts mentioning his name. Journalists and advocates on both sides of the gun debate also began spreading the word, spewing a firehose of information about the suspect.

In this era of a saturation of social media and around-the-clock news, it’s next to impossible to keep a lid on such information.

“Ultimately, the police department can only directly control what they do, and that name, that information can be reposted and retweeted and republished hundreds of thousands of time,” said Adam Lankford, a criminologist at the University of Alabama who has studied the influence of media coverage on future shooters. He and others appeal to the media to limit the volume of information about these perpetrators, saying it does little to understand the reasons for the violence or stop it in the future.

The Associated Press names suspects identified by law enforcement in major crimes. However, in cases in which the crime is carried out seeking publicity, the AP strives to restrict the mention of the name to the minimum needed to inform the public, while avoiding descriptions that might serve a criminal’s desire for publicity or self-glorification.