There's some guy (or group) on Rivals who post threads on celebrity deaths every few weeks. It's always a basic header, like "Lou Holtz dead." Then there's a phony link inside, taking you somewhere they want you to go.
Lou Holtz was a recent subject of the fake threads. I have no idea why Rivals doesn't recognize it and ban the accounts. Perhaps they do, because the poster always has a very low number of posts.
They hit the Miami board and the USC board and countless others simultaneously. It's been going on for years.