The vast majority of users have no more than a few hundred followers. Don’t let someone’s unique personal experience cloud your perception of the platform. Twitter can be whatever you make it. Make it what you want it to be.
Memes are a great way to engage your community in a creative way and connect your message to a wider conversation and cultural moment. You can use the trendy joke as a way to switch up your content, you can promote an event, invite people to join you on Sunday morning, or just plain ol’ create engagement.
Social media needs to be strategic. Whether you’re building a brand or just using it for personal reasons, there should be at least some level of strategy involved. So when I see useless (non-strategic) posts online—especially from brands—my response is something between angsts and sorrow.