Old media usually has had opposition, like there is Fox but there is also MSNBC. Facebook is THE social network, even Twitter is a joke in terms of size against it.
They were also discouraged from mentioning Twitter by name in headlines and summaries, and instead asked to refer to social media in a broader context.
Indeed. It's not like there is the LA facebook or the NY facebook or the Chicago centinal facebook, etc... This is more like a "Global Times", let alone a "US times".
So anything they might do which appears to be editorialisitc in nature regarding politics would be of concern.