live rock dead or dying?

please go easy on me, i'm very new to this hobby...

ok, i know i could do searches all night and maybe, just maybe find what i'm
looking for, but i'm hoping one of the purposes of this group is for direct,
timely feedback....

sunday i added 30 lbs of live rock and yesterday i added 20 lbs more of live
rock to my newly set up 55 gal soon to be reef/fish aquarium, everything
was in spec yesterday prior to adding the rock (temp/specific gravity) at
least so i thought....

i had just taken a sample of the water to the pet store to get analyzed,
everything was in spec..i also asked the guy what temp i should be running
it at, he said 78 degrees

i came home and increased the temp and added the new rock yesterday around
4pm, also added some charcoal to my filter (i was told it keeps the smell
down)

today when i came home the rock seems to have a whitish film over what was
once red coralline algae (so i was told) and the film seems to be peeling
away from the rock, i also see some brownish algae growing (i think that's
what it is)

i checked and the specific gravity of the water had somehow jumped up to
1.030 and the temp was closer to 80, i adjusted the setting on the heater
back down to a lower setting around 75 or so and did water changes until now
the specific gravity is at 1.024 or so and the temp is about 78 (i had to
add a ziplock bag of ice to lower it)

so my question is...did i kill my live rock? is it possible it's just
recovering from the transport from the store to home?

any help is appreciated,

james