 A report by Reuters Institute for the Study of Journalism described how a 'second wave of disruption' had hit news organisations, with publishers such as "The Economist" having to employ large social media teams to optimism their posts and maximize traffic.Major publishers such as "Le Monde" and "Vogue" now use advanced artificial intelligence (AI) technology from Echobox to post stories more effectively and generate higher volumes of traffic.Within the context of the publishing industry, even professional fields are utilizing SMO.