Why online headlines matter, a lot

Huffington Post South Africa engaged in an interesting but flawed experiment this week.They published a story with this headline: ‘Donald Trump Praises Jacob Zuma as “The Best, Ever”‘ . Very clickable it is, combining two big names in online traffic generation. However, what you get when you open the article is a discussion of fake news – a “we make you click and now we will teach you something” story.
Huff Post’s news editor Deshnee Subramany and columnist Rebecca Davis had an acrimonious debate on Twitter about the article, but otherwise it seems not to have generated much discussion, which is a pity because there’s an important issue highlighted in the exchange.