These strategies move publishers further away from seeing social media as a source of clicks. This could be a risky pivot away from traffic sources, given that NPR and many member stations have laid off staff or made other cuts due to declining revenues. But the social media clickthrough audience has never been guaranteed; a Facebook algorithm change this year also tanked traffic to news sites. Instead, recognizing that social media is not a key to clicks seems like a correction to years of chasing traffic through outside platforms.Nice confirmation that the social media effort wasn't and isn't worth the return for news orgs. You're building someone else's platform—and they're platforms that can rug-pull at any moment because their profits aren't directly tied to that organization-generated content.