Steve Adubato recently sat down with meme creator George Resch to discuss the popularity of memes, his writing process, and social media success on One-on-One with Steve Adubato.

A meme usually refers to a humorous piece of media that gets shared online. Resch is the person behind the Instagram account, @tank.sinatra, with 1.7 million followers, where he posts his memes. He explained that reaching that many people is a result of “exposure, consistency, quality and just relentless, just nonstop,” said Resch. “There isn’t a day that I haven’t posted in the past three years.”

Resch recently published his first book, Happy is the New Rich, and discussed his writing process. “It’s not like a comedy writer, where you come upon the premise and you dig into the layers of it and you rewrite and rewrite,” he said. “It’s either in the instant--it’s there or it’s not.”

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Sometimes the memes can be perceived as mean-spirited, but Resch said that’s not the intent. “They’re never mean on purpose. I don’t make stuff that’s mean for the sake of being mean,” he added. “I’m trying to draw humor out of anything.”

Steve Adubato, PhD, is an Emmy-award winning television host and producer, public speaker, author, columnist, media expert, and university lecturer. He can regularly be seen on PBS, FOX, NBC and CNN. He is the President and Executive Producer of the Caucus Educational Corporation, and hosts three television series: Caucus New Jersey, State of Affairs with Steve Adubato, and One-on-One with Steve Adubato. His newest book, Lessons in Leadership, offers practical leadership tips and tools and case studies from prominent leaders.