(Bloomberg) -- Xavier Grangier, the chief technology officer and head of digital at Liberation, the venerable French newspaper, had a problem. Like many publications, Liberation was struggling to adapt to a world in which readers were increasingly finding content via social media.

"We had RSS feeds, but we weren’t happy with that," Grangier said in an interview. Liberation also had a team that posted a selection of articles, chosen by the paper’s editors, each day to social media, but the process, he said, was a hassle to coordinate.

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