Excerpt from this article:
Memes — those playful, satirical photographs with clever, sometimes biting captions under them — have long been used on the internet to ridicule the latest celebrity gaffe or highlight a political misstep. However, a surging number of disgruntled consumers are now using memes to target companies to complain about broken products, poor customer service and other negative experiences.
That has big brands scrambling for cover. After all, the viral nature of a meme can have a faster and farther-reaching impact than a single news article.
“The brand becomes a temporary punching bag for many, many people,” said Jay Baer, the founder and president of Convince & Convert, a digital marketing advisory firm. “People will pile on even if they haven’t actually been aggrieved.”