Memes can be an effective tool for social media marketing if used correctly. Companies use memes to connect with younger audiences by posting trending memes on platforms like Twitter. Case studies found that Wendy's and 7-Eleven use memes differently, with Wendy's posts getting high engagement by authentically incorporating memes into ads, while 7-Eleven's forced memes received low engagement. Overall, developing an engaged social media following through various content like memes can increase brand exposure and potentially lead to increased sales, even if directly calculating return on investment is difficult.