The 'distracted boyfriend' meme spread across social channels much like other online sensations, but one Twitter user took it further by creating a narrative based on the series of stock photos that spawned the original image – highlighting how fan fiction is expanding beyond traditional media.

Memes are a staple of internet culture – but what happens when brands try to get in on the action? As part of its #TFW campaign, Gucci collaborated with artists to create branded memes, but was this co-opting of digital youth culture an inspired decision, or just cringeworthy?

Trolls are near-omnipresent across social media platforms and forums, purposefully seeking to derail how people and brands communicate online. Yet while these interactions are usually seen as malicious, how can brands use trolling tactics to create a unique voice and win over the public?

Private messaging is an ideal medium to do the obvious – open a dialogue and conduct a conversation. In fact, 59% of all US social sharing now occurs in private channels. But while people are happy to chat to their mates on platforms like Facebook Messenger, how can brands get involved?