Memes (pronounced the same as “seams”) have been around for years. According to Wikipedia, an Internet meme “is a concept that spreads from person to person via the Internet. The concept of a meme was defined and described by Richard Dawkins in 1976, as an attempt to explain the way cultural information spreads.” Memes can be created in various forms, but whatever form they come in, they can be simply defined as a visual expression of a popular idea or cultural symbol that is shared online and spread from person to person. They are most often humorous, which is why they spread so quickly.
Below is one meme that I’ve seen just this week, both on Facebook and Good Morning America, as spring seems to be slow in coming.
Because memes are so easy to share, they can be used as part of a social business strategy. Memes are useful to businesses because they are:
- Social
Businesses that are using social media to drive traffic to their website and create online communities realize the importance of being social, or developing relationships with followers. Memes are spread through social media, so that’s where you want to introduce them. - Shareable
A meme can be easily shared through social media channels. If you put one up on your blog, then be sure you have social media sharing buttons. People love to share something that is funny, which is why a meme is spread so easily.
Because memes are social and shareable, businesses must realize that there are drawbacks as well:
- Short-lived
Memes have a short life. They spread quickly and then a new idea pops up to draw attention away. Being aware of this before posting a meme can help a business strategize on how to best take advantage of its short life. - Shocking
Because of the tendency of memes to use humor, there can be a fine line between being funny and being offensive. Be careful of going after shock value if you’re a business as it can easily backfire on you, causing problems that can have a negative impact, especially in the very visible online community of social media.
How can a business take advantage of memes as a way to leverage or promote their brand?
- Know your audience
You have to know who your audience is and tailor the meme to their interests. You want them to not only laugh, but to relate the meme to your brand. Memes are an important part of making followers feel like they are part of the “in” group and taking part in a vibrant community. This sense of belonging is a good feeling to play on when you strategize about what your meme will look like. - Choose your platform
Decide the best place for posting your meme. If it’s on your blog, make sure you have social media buttons in place for easy sharing. Place your meme on social media sites such as Facebook and other platforms where your brand is present. You want it to be in a position of being found and shared. - Make it meaningful
Choose your meme wisely. You can create one or use an image that is already popular and add your own text. Decide if you want it to be in the more popular form of an image with a minimal amount of text (easily shareable and quickly consumed), or you can choose some of the other forms that memes come in: video, photo, or word (using the # symbol in front of it).
Use memes to enhance your brand, attract new followers and drive traffic to your website. Just remember that they have a short life, so choose your audience and content carefully to give your meme the best chance of getting shared.
