Did you see the story recently about coffee shops shutting down Wi-Fi to force people to interact? What about the memes of people glued to their mobiles in front of great works of art? Have you heard high-school dances are going extinct because teens would rather just Snapchat each other?

Everyone bemoans what mobile technology has done to personal interactions. But who would really give up their devices? Our pocket computers provide many advantages – including deepening our connections with loved ones – and someone without a digital connection would miss out on too much of the modern world.

The desire for connection creates challenges and opportunities for brands. When brands try to reach an audience, they must compete with millions of other companies, celebrities, friends and loved ones, cute animals, mainstream news sources and verbose politicians.

To break through, successful organizations need to find ways to make emotional connections with the audience, rather than just providing information.

One great way to make sure content – especially on social media – feels authentic is to imagine speaking to a real person. When I worked in internal communications, a conference speaker reminded people not to write for a generic group such as “fellow employees.” She suggested picturing someone specific, like Carol in accounting, or John from IT. Writing as if I were sending an email to a coworker helped me keep things simple and clear.

Brands must also remember what the audience wants. People who have already taken the time to like a Twitter account or follow on Facebook have demonstrated an interest in a product or service. They want information about upcoming events and new offerings. But to build trust and loyalty, users must sense a real person on the other side of the screen with real emotions – and perhaps a sense of humor. Nobody wants to read dry, corporate copy; so don’t write it.

Listening truly sets people apart on social media. Traditional media relied on “we say, they listen” communication; the technology required it. Too many organizations act as if things still work that way. They Tweet or post on Facebook without a plan for the next step. Anything interesting online draws shares, likes, comments and reviews. We recommend group organizations designate a person, process and culture for responding quickly and consistently. It’s the key to being seen as more than self-promotional.

Candor doesn’t believe any of this is easy. Making every follower feel as if they’re the center of attention may be the greatest communication challenge we have. But when organizations set authentic connections as the goal, they take a huge leap toward generating a loyal, passionate audience.