The traditional media is stuck in a toxic love affair with social media platforms. Nowadays, 62 percent of adults in the US use social media to get news. At the same time, 50 percent of social media users report having shared news stories, images or videos on their social media feeds, and 46 percent have discussed a news issue or event.

On one hand traditional media companies are struggling to monetize, as readers flock to social media and other new digital media platforms. On the other hand, social media accounts for a huge amount of their traffic and shares, and offers access to younger demographic audience, who have grown up reading media online rather than in print.

In the beginning, news and media sites were quick to jump on the bandw...