Absolutely wrong approach: Starting out a writing project focusing on maxing the number of Likes, Shares, Tweets, and Google+s.
Right approach: Be confident about choosing the story angle, headline and first paragraph to grab attention. Do comprehensive research but leave most of that data on the cutting room floor. Sel-edit before submitting article to editor.
It took a while to figure out the new way to stand out as a content-provider, both for my own byline and for ghostwriting for clients'. But, I did. On one media property my work is receiving the most attention.
Advice to writers? Don't panic. As Harvard Business School professor Rosabeth Kanter hammered in her book "Confidence," that fierce belief in oneself is the platform for upward trajectories. The lack of it accelerates the downward ones.