There are many, many problems with social media but we rarely talk about major brands trying to act like normal people and using memes.
Whilst it's all well and good for regular Joes to use memes when a brand or company use them it can often miss the point and feel quite condescending.
This was exactly what happened when the American bank Chase decided to use a popular meme format to talk about customers with low account balances.
On Monday the bank tweeted and soon deleted a post which read as this:
You: why is my balance so low
Bank account: make coffee at home
Bank account: eat the food that's already in the fridge
Bank account: you don't need a cab, it's only three blocks
You: I guess we'll never know
Bank account: seriously?
Before it was removed the tweet was picked up by Yahoo Finance's managing editor, Colin Campbell and was soon shared around Twitter, with many, including presidential candidate Elizabeth Warren, calling out the bank for making fun of some customers who might be struggling financially.
Others took aim at Jamie Dimon, the chairman and CEO of JPMorgan Chase, who reportedly has a salary of $31 million and was recently questioned by the House Financial Services Committee about the wages of low-level employees working in his banks.
However, not everyone thought the tweet was completely tone-deaf and some felt that they have a right to advise people on spending habits and budgeting.