The question to keep in mind is, "How do we use social media to affect target market behavior?" Communicate what the target market wants. The communication should attempt to provide the perception of optimum value to the target market at a minimum investment to the company. Examples of incentives include price (sale), product (sample), merchandise or gift, and experience (event, contests or games, etc.). Follow these tips when creating your headline: Use numbers Use adjectives, such as, effortless, painstaking, fun, free, incredible, essential, absolute, easy Use what, why, how Make a bold promise. (Examples - "9 easy steps you can take right now to make you more successful" AND "How you can easily sell your home in less than a day") Write a headline for a Facebook page using this formula: Number or trigger word + Adjective + Keyword + Promise = Unstoppable Headline