One of the weirdest things I’m reckoning with is that objectivity isn’t optimal. That you’ll be most successful based on a relative positioning of beliefs (either towards or against a given common perspective) rather than being “objective” in most areas.
I suspect actually if you want to shape public opinion you do what Twitter and Meta are probably doing by the scenes, put your thumb on the scales around what goes viral. Which is much more terrifying than “fact checking”