By reaching the apex of cultural ubiquity, social media is being forced to answer questions it never imagined it would need to. Zuckerberg, Dorsey and Co.’s original missions could not have comprehended the way in which their communications tools would construct world-views. But when your service becomes a window into the wider society that has, for many, superseded news websites themselves, the weight of responsibility arrives on your shoulders. Fake news went mainstream in 2016 and was the subject of endless think pieces over how to address the matter without encroaching on the sensitive issue of censorship. Because these sites are not beholden to the same regulatory standards as other news outlets – stories ranging from the gross to the fantastical permeate the glowing news feeds of smartphone users globally.