How is Ukraine fighting the meme war? I read a 28-page research paper on Ukrainian memes so you didn't have to. Here's 4 scholarly insights on going viral, shifting narratives, and the future of memetic warfare: [THREAD]

Takeaway 1. Use multiple accounts for multiple narratives If you're a brand, you may want to stay professional and official on one account and risky on another. Ex. 1 startup I work with runs a clean brand account and then a 2nd parody account making fun of VCs to drive clicks