 What is a meme-y? Well, that's what they sometimes call it, they don't know. Meme, what is a meme? A meme is something that's going through the internet, ripping across the internet, exploding it just because everybody is sharing it. This might have started as something that is a news story or it might have started just as a meme. The key part about memes is to think about, is there a way that this is relevant to my brand? Is there a way that this news or this meme is relevant to my brand that I can legitimately engage with that? The advantage is if you engage with it in the right way, you're surfing on a wave, you're really being able to engage with a much larger audience, greater reach than you ever could have imagined before. The danger, however, is if you're jumping onto something that is not relevant and is really inappropriate for you to be discussing or being involved in. This could be, for example, the death of a celebrity and you putting up something about how your brand cares about that. What right does your brand have to talk about that? It's kind of inappropriate or almost wrong to be discussing that. So be careful with memes and news jacking. It can be something quite powerful but make sure you put it through that filter of what is relevant to my brand? Where is my brand relevant? Where do I have a right to play in this space?