How not to change mass behaviour: insult your audience in the headline, try to influence the lowest common denominator and ignore trend-setters, tell people to stop doing something they want to do without providing an alternative.

People who want to talk vacantly about an unfolding event will do so, and will not read articles like this. If social media adepts see a signal:noise problem, they know how to create new channels. That's the whole point of the internet.