In a world of way too many hashtags and fancy facades and window dressing, it can be annoying for consumers to the point of fatigue.

Let’s face it, the rise of encrypted chats, private social networks and password-protected microsites are signs that consumers are getting fatigued by the onslaught of “social” media (or more appropriately – new advertising channels) and the bad practices of some who bombard every trending topic with spin and hype just to rise to the surface of possible outreach.

And the fatigue is real, and it looks lasting, against a fast declining social network scene that smells rather similar to the dotcom boom (and then bust) circa 2000.

Therefore, we marketers must be careful not to fall into the trap of merely writing sensational headlines with copy that are mere advertising copy rather than engaging content, nor should we inundate social networks with redundant hashtags and other strings just hoping to catch the wave of trends of the moment. Search engines aren’t everything. Getting noticed with empty flashes aren’t sustainable either.

Let us write authentically, with our minds in our hearts, and write as we would converse with our families and friends.

Let us write with substance and depth, with emotion and heart, so that our audiences can connect with us, and can learn with us with a smile. Substance and depth requires time, discipline, and continuous learning. I know it is hard. Don’t give up. Keep learning.

After all, that is what being “social” means. Advertising by itself has never been social, but has always been rather one-sided, especially for those who have always sought to control every nuance of communication.

The tide has changed. Manipulative communication, whether by bullying language, or a disregard of social and cultural sensitivities, are no longer easily hidden. In today’s world, where consumers have been empowered by technology and communication, and have connected themselves to each other without geographical, cultural and philosophical boundaries, it is no longer we as brand owners or marketers who can control communication to our liking.

We have to recognize with humility that the era of the people has eclipsed the era of information broadcasters.

Be authentic. Be emotive. Be connective. Be yourself, warts and all.