Not just Internet companies, mind you. Unless we ignore the recent "This Is Fine" shenannigans. Any meme usage other than just for fun ends up being perceived as described here, in a very "How do you do, fellow kids?" fashion.

This might be a bias, but I feel like the only one to do it right is the Sonic_Hedgehog Twitter, and probably because whoever runs it speaks mostly for himself rather than the company he works for.

Bonus points if it sounds like Steve Buscemi.