It's important for brands to retain a strong sense of the ridiculous in order to succeed on social media, says Tim Washer, a senior marketing manager at Cisco Systems. In order to compete with the viral videos and memes buzzing around the Web, brands should aim to create fun content that's weird enough to win an audience. "I'd like to see us be more ridiculous," Washer says. "Being ridiculous is a very small part of what we do, unfortunately."

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