The two best rules of thumb: 1) stay current and 2) know your memes! There's no way faster way to alienate an audience than to use an outdated meme or to use a current meme in the wrong way. That is, unless you're doing it intentionally (and your audience understands the irony). So stay on top of meme trends, look at what other creators are doing, and have someone in the know evaluate your memes before you post them. Another important tip: make sure your funny meme matches your brand voice.