I often refer to the attached document when working on tweets posts. A lot of it is clickbaity bullcr**p, but some is based on hard science and clearly works.

For tweets, I find that if you include an image (600x? is a usually good size) you tend to get more retweets. Same goes for Facebook posts.

You mention image helps and I can only agree. But we also have one other problem with this. OftenKDE webpages are not best structured to enable Twitter/FB and other social media to extract a nice picture out of the webpage people share themselves via a link. Sometime they are not even able to automatically get any picture. There are also a lot of problems with automatically getting the title and summary. Something like this would help https://css-tricks.com/essential-meta-tags-social-media/
But I guess this should be opened as another issues on how to improve our webistes?

The problem I see in click baiting is when the content doesn't correspond to the title or fails to deliver and we should definitely avoid that. But most of the things mentioned in the pdf indeed work, so it's good to have them in mind when posting.

Strong emphatic words (amazing, awesome, brand-new, beautiful etc.), images and videos (beautiful moving images with text and sound, isn't that awesome!) tend to capture people's attention compared to plain text.

Even a non-relevant picture, like one of the Konqi mascots, added to an otherwise simple text share on social media would catch the eye and increase potential engagement.

For topics intended at developers or specific groups, the posts make sense to include more technology jargon or other related specialized language.

Don't be afraid to touch controversial issues; people are always drawn by them and they result in many reactions and engaging discussion. But be careful and always do it in a way that is mindful and positive. For example instead of ignoring a difficult situation, it could be a great opportunity to increase transparency, raise awareness on a topic and get the community involved by asking for opinions and feedback.

We discussed, brainstormed and made a list of guidelines during the Feb 2018 sprint. Edited and added to the wiki.