Semantic news tags processed via cloud servers are in amongst big data and machine learning systems. The latter may have influenced Murdoch’s acquisition of a ‘social media news agency’, and other partnerships, as a mix of new roles across journalism, analytics, and search emerged. Some editing roles in journalism focus on SEO, but Murdoch’s Storyful, which started as a verification business created jobs for cloud operations engineers, viral video editors, and trends editors. Data-mining techniques were a lure for news and social media partnerships circa 2013–2016. In the name of verification, access to big data was matched by social media gaining credibility, evident in Facebook Newswire and other journalism projects. Deep learning methods in search, referrals, and automated tagging have also produced mutual benefits, mostly via third party agreements. However, data sharing for political ends by targeting particular users, and verification projects, have not stopped fake news.