Oh, how far we have come in this age of digital marketing. I have wanted to write about this billboard for a very long time now. There is so much to say about it, and yet I’m often left speechless. To put this into perspective, let’s take a look at some facts. This billboard sits about 25 minutes outside of Detroit, and has been here for about 3 months. The average billboard in Detroit, that is usually up for one month, costs (on the lower end) about $4,119. For those who don’t know, this is what is on this billboard. A Hashtag.
A “hashtag” is a word or an unspaced phrase prefixed with the hash symbol (#). It is a form of metadata tag. Words in messages on microblogging and social networking services such as Facebook, Google+, Instagram and Twitter may be tagged by putting “#” before them. (Wikipedia)
The fact that I still feel the need to define Hashtag already makes it not worthy of a $4,119 price-tag. At any rate, this is the hashtag for Eastern Michigan University, with the school motto being “I am, true E-M-U (#TRUEMU).” But the problem with this billboard is that it tells the viewer absolutely nothing. It is simply a hashtag-ed word. The person who thought of this idea assumed the majority of society, at least in Metro Detroit, has moved on from traditional marketing and obviously knows what to do with this pound sign next to a conjoined word.
The problem is most people who drive by that still pay attention to billboards will probably never use a hashtag. If they do use hashtags, even fewer will be “hashtagging” about Eastern Michigan University. I understand and respect the boldness of this billboard and the importance EMU puts on connecting with their students, but there needs to be something else added onto this… Anything else.
The main point here is that I think it’s a confusing time for brands figuring out the importance of social media, and the correct way to be using it. Billboards are basically a dead form of advertising and left only for casinos and law firms now. But instead of engaging with your target audience through true online interactions, where hashtags live, brands think they can just say “WE USE SOCIAL MEDIA” and then think they’re caught up with digital marketing. This billboard would have been better spent showing something educational about the school on it, for the traditional billboard viewers, and use about a quarter of the space to say “Connect with us on Twitter & Instagram: #TRUEMU”