1. If you care about virality, stop caring so much about Twitter.
2. Social headlines need to create a curiosity gap. Too vague, and I don’t care. Too specific, and I don’t need to click.
3. Headlines are a million times easier to optimize than content—and just as important to virality.
4. Google loves trending proper nouns, but your Facebook friends care more about intrigue.
5. Social media optimization is more important than search engine optimization.