Silliness can be a sound social media strategy, but it takes skill to avoid devolving from constructive stupidity into destructively dumb mistakes, SmartBrief's Stephen Yusko writes. Charmin's quirky "Thor" parody on Twitter was a crowd-pleaser, but Home Depot's bizarre, racist gorilla-themed image was a huge misstep, he writes. That shows the importance of putting your best workers in charge of social accounts, taking time to review your posts and having a plan to turn to when things go bad, Yusko writes.

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