Fediverse

Ah, I might have worded that badly: I meant why they need a social media server? As in, own their own slice of service.

It's one thing to have your owned channels and then also disseminate via other channels that people already use. But if you want to provide your own service, you also need to run the actual service now, including moderation, administration, everything. It's not exactly the kind of company I'd connect to having their own federated-social-media-server, basically. I mean there's no downside to them running one of course, but I see that separate of their day-to-day business of doing news if they got a handful of people who are into the tech and want to keep it on running on top of their main work, basically.