Dan Zarella's "Science of Social Media" Webinar inspired a recent post by Facundo Villaveiran at Channelship's Video Blog about the known "truths" of "winning" at social media—and the realities that may or may not match them. Below are a few of Zarella's insights about how some anti-engagement tactics might actually get the engaging results you seek.

These aren't silver bullets, but they may merit experimenting with your strategy to see if Zarella's results stand up.

Don't just comment; share content. In an experiment, Zarella discovered that engaging in comments at your Facebook page doesn't draw more views—but sharing lots of interesting links in your comments does. (By all means engage in conversations; just don't rely exclusively on that to draw traffic.)

Use "information voids" to your advantage. Researching unanswered, seemingly abandoned, questions, and producing content around them can do wonders for traffic. Track Twitter's trending topics or Google Zeitgeist. Seek mysteries and address them head-on.

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