{"id":12475,"date":"2023-07-12T09:30:56","date_gmt":"2023-07-12T09:30:56","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=12475"},"modified":"2023-07-12T13:30:56","modified_gmt":"2023-07-12T13:30:56","slug":"dont-grimace-comedy-in-social-media-is-here-to-stay","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/dont-grimace-comedy-in-social-media-is-here-to-stay\/","title":{"rendered":"Don\u2019t Grimace! Comedy in Social Media is Here to Stay"},"content":{"rendered":"

How do you do, fellow meme enthusiasts?<\/p>\n

No matter the extent of your social media usage, you probably heard of the summer\u2019s most popular viral meme \u2013 the Grimace Shake. With an initial Instagram post<\/a> of Ronald McDonald\u2019s periwinkle peer that included the caption \u201cit grimace i\u2019m taking over,\u201d McDonald\u2019s dominated the social media landscape in June as influencers used the shake as a prop in short-form video content (see Association Adviser\u2019s article<\/a> on short form video), prompting mass awareness of the fast food chain\u2019s special promotion. The speed at which the Grimace Shake gained popularity is in part due to the comedic follow-ups<\/a> that McDonald\u2019s accounts posted, and by tapping into the internet language of memes and comedy, it captured the minds of the younger generation.<\/p>\n

And, while trade associations are unlikely to launch a special edition milkshake, the lessons of the Grimace Shake\u2019s marketing campaign \u2013 as well as those organizations that similarly use humor \u2013 can help associations reach late millennials and Gen Z where they are. From Wendy\u2019s sassy retorts<\/a> to Duolingo\u2019s unhinged TikToks<\/a>, humor helps a brand\u2019s social media stand out in the minds of an audience constantly inundated by advertising, and trade associations can take advantage of the engagement that humor brings to boost their membership.<\/p>\n

Is Humor Right for Us?<\/strong><\/h3>\n

Depending on the nature of your association, humor\u2019s role in your social media marketing will vary. After all, it would be inappropriate for an organization to make a joke when posting about serious news or other developments in which clarity is paramount. It all depends on the information and the audience, and even groups whose typical social media content doesn\u2019t lend itself to comedy can infuse a bit of humor into their posts.<\/p>\n

To even begin to implement a social media strategy that utilizes humor, you need to audit the current state of your social media platforms much like you would with any other marketing initiative. Assess the platforms your organization is on, the frequency with which you post, as well as your current audience and how they engage with posts, if they do at all.<\/p>\n

Once you complete your review, it\u2019s time to set aside your current audience and consider the group you want to attract. Do you want to attract new college graduates? Government officials? Other association professionals?<\/p>\n

When considering how to pander to your ideal audience with comedy, you should consider more than the problem your organization is solving. You need to ask yourself: What is the culture of our intended audience?<\/em><\/strong> Organizations representing the healthcare sector have a very different brand story than those in construction, but there are some universal questions you can ask that will help you pinpoint that culture, as suggested by White Label Comedy<\/a>:<\/p>\n