I like this direction. As much as I dislike Facebook with a burning passion, you gotta be where the modern culture is generated; social media. If you think about the modern political movements that successfully upset status quo, they seem to only flourish when a popular social media embraces them. For Alt-right it was 4chan and /r/The_Donald and for Sanders it was /r/SandersForPresident. While I fundamentally disagree with alt-right on policy, they cracked the formula, and we need to learn from their example.
Sure, memes look unprofessional and will prevent us from being taken seriously, but mainstream media and politics already don't take us seriously. I think it's a step in the wrong direction to be a political party risen from internet culture that seems to shun internet culture. Maybe, just maybe, we take ourselves just a bit too seriously.