I for one take social media seriously, but the fact of the matter is that most people hang out on the web just to have fun. Even from a corporate perspective. But what does this mean?

Does it mean you should strive for making your brand the class clown? Does it imply you have to be funny now in this day and age?

No, not really. But you need to have a sense of humour about things. Because the corporate voice is boring, it’s so very far from being human. And brands often don’t have a sense of humour. D’ya know what I mean? There’s a huge difference between going around on parties telling lame ass jokes compared to using humour as a tonality in your comms arsenal.