Their challenge is they drive the news output. On FB or X, it is the users (consumers) who share what is taking place.
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looking at the angle that they are always first contact of info (users read news before adding to social medias) can it also be added advantage to news sites. I don't know how to entire describe it but if they could incorporate AI here they also stand a chance. Maybe I will have to expand my idea in an article before this week runs out. I'll do well to let you know and contribute